Is this really that stupid?

On the highway to the office this morning I saw the Diesel “Be Stupid” campaign has reached Joburg’s poster-boards. And damn if it ain’t the most retarded campaign I ever did see. Since when is aligning your brand with stupidity a good thing?

You know the one thing that does really well, Diesel? – It isolates intelligent people from your brand.

I don’t want your sunglasses or your jean pant or anything you sell, because it puts me in a very specific category – the stupid one! Clearly your branding agency has no idea how to distinguish between being stupid and having fun, which is what you’re really trying to say but clearly lack the intelligence to do. But they probably sold it to you as “edgy” and “risque” which makes you stupid for believing them.

That's more like it

We also have no need to promote a culture of stupidity in South Africa right now.