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Diesel SS’10 campaign is a shorthand for bravery, spontaneity and saying “yes”
Sick of being told that all your good ideas are “stupid”?
Well, we got news for you: there’s nothing dumb about stupid.
After all, Diesel was stupid enough to start selling new jeans that looked old – and look where that got them!
When somebody says “don’t be stupid”, what they’re really saying is “Don’t have fun. Don’t be daring. Don’t provoke. Bury your sense of humour. Get serious.
So we say: “Get lost. We’re with stupid”
Stupid is the liberating alternative to dry-as-dust cerebral (so called “smart”) and it takes courage, loads!
Stupid is the very word all those folk use to dismiss anything original and genuine.
Stupid is about having the guts to risk, to take on the new and inventive, however dangerous.
Stupid is about passion, wearing the wrong thing in the right place, swapping roles trying something new, failing, trying again – and failing better.
Diesel is stupid and thoroughly identifies with it and lives it as the clearest expression ever what the brand is standing for.
Photographers Kristin Vicari, Melodie McDaniel and Chris Buck help visualize the positive rebellion of the Be Stupid movement providing images that, working together with razor sharp captions, anchor an entire philosophy that will go on a multimedia campaign devised by the Diesel Creative Team in partnership with the Anglo-American agency Anomaly.
The classic red Diesel logo makes its signature return to endorse and celebrate “Be Stupid” as the way to Successful Living.
Shooting in California, a stupid amount of ingredients were thrown into a stupid mix: a bus, four houses, a couple of parks, an animal wrangler, the desert, an artist’s studio, a bar, an attractive elephant, a Burbank supermarket and wolves (animals can be very stupid – which is why we love them.). They shot on top of trucks and rooftops, made rain, turned a head into a flowerpot and flashed boobs publicly, often.
Be Stupid calls out to each and every one of us. It’s the key to successful living. It’s about following your heart and not your head. You can’t outsmart stupid – so don’t try. Long live stupid.
DIESEL MANIFESTO
Youth are like balloons. They are filled with hopes and dreams that anything is possible but…In time a single sentence begins to creep into their lives, more and more.
Don’t be stupid! It’s the crusher of possibilities, it’s the assassin of dreams, it’s the world great deflator. The world is full of smart people. Doing all kind of smart things with other smart people. That’s smart but…We are with stupid!
The stupid are the only ones carrying the banner of interesting.
Stupid is the relentless pursuit of a regret-free life.
Smart may have the brains…but stupid has the balls.
Smart may have the plans…but stupid has the stories.
Smart may have the authority…but stupid has one hell of a hangover.
It’s not smart to take risks. It’s stupid.
Smart had one good idea…and that idea was stupid.
To be stupid is to be brave, when you risk something, that’s stupid.
The stupid aren’t afraid to fail. Why? Because they’re stupid!
We think that you are probably pretty stupid too.
Smart critiques, stupid creates. Stupid is the one ignoring chorus…of don’ts, can’ts, and won’ts and comes up with something wholly and completely unique. A unique way to fail perhaps, but at least it’s something.
The stupid are the only ones brave enough to do what no one in their right mind would do. Because the stupid know there are worse things than failure…like not even trying. The stupid, they’re all we’ve got. The fact is, if we didn’t have stupid thoughts, we’d have no interesting thoughts at all.
Be stupid.
What we’re talking about isn’t a tag line. What we’re talking about is a call to arms. Stupid ain’t dumb, stupid is something deliciously greater. Put another way, only the stupid can be truly brilliant.
Renzo Rosso is stupid.
Stupid is motoring around in your Ford transit and visiting after shop owner after shop owner, trying to sell your brand new denim made to look worn. “It’s a sign of innovation. When you are already doing the things nobody even thinks about”. That’s a very stupid quote. Mister Rosso. Respect.
To be stupid is damn hard work. You know the odds are against you and sometimes you will fail, and spectacularly so.
Stupid means listening to your heart versus listening to your head. Listening to your heart is hard: your heart says yes, your head says no. Your head almost always says no. The smart quickly recognize things for how they are.
The stupid see things for how they could be. You can’t outsmart stupid so don’t even try. Long live stupid.
In the Philippines, Diesel is exclusively distributed by Stores Specialists, Inc. (SSI) and is available at Greenbelt 3, Power Plant Mall, Shangri-La Plaza Mall, and Robinson’s Place Manila.
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