Most advertising is designed to make you think buying the product will make you a better human being. Prettier, sexier, smarter. When I first saw the new campaign from Diesel, I ‘got the gag’ straight away… but I didn’t really like it. I thought it was all a bit ‘dumb’.
Recognisably Diesel – deliberately provocative and typically ‘different’ (although when you analyse it, it’s not actually that different from your standard commodity advertising – always show the product – big bold headline, strapline and logo bottom right), it turns the notion of buying something from a particular brand because it’s a ‘Smart’ choice on it’s head.
As you see more of the campaign the idea stretches from pure ‘Stupidity’ into silliness, and then creativity. So we’re full circle, and buying the product will make you into a better human being, a more spontaneous, creative ‘stupider’ one. A nice thought.
Check it out at the Deisel website, and find out how stupid you are, promote your own stupidity, and recruit others to be stupid. (All good fun and games until somebody loses an eye, as my grandad used to say!).
Work by Anomaly London
Crocodile Jock 
very smart