Diesel Jeans Gets to the Point: Be Stupid

Diesel Jeans’s new slogan announced today, “Be Stupid” pretty much sums up consumerism and overpricing clothes to ramp up demand. Let’s not have some faux-enviro, pseudo-political, under-ageless sexy marketing, like that of The Gap or American Apparel. Let’s get right down to mindless following, shall we?

How do you find yourself wearing $200 torn jeans, gladly mimicking a high-end trashy, uber-trendy, super-shallow, somewhat preachy corporate re-branding slogan? Easy: Be stupid.

Was “Hipster Idiot” too on the nose? Was “Trend Sucking Moron” too easy to spoof? Was “I Buy What I’m Sold” too gimmicky?

Just to prove I’m not making it up. Here is their press release:

BE STUPID

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, strange sex, 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 should start selling wigs, because when I see a bunch of 35-year-olds riding skateboards with “Be Stupid” t-shirts on, I’m pulling my hair out.