The Denim Guy

Diesel said “let there be stupid”

Now let’s discover “Why”

When Diesel urged everyone to Be Stupid with a series of powerful, provocative images, people got it. Stupid is about having balls, letting go, creating stuff, throwing it all in the air and seeing where it lands. Even those who didn’t agree with the philosophy were forced to acknowledge its power.

Now, with the Fall/Winter 2010 campaign, it has become an unrestrainable movement. The new vivid and sexy ads will explain exactly why it makes sense to Be Stupid. Anyone who didn’t buy in to the idea before will abandon reason and run screaming into the arms of Stupid. And then they’ll recruit all their friends.

Having established several definitions of Stupid the first time around, the new campaign shows where Stupid leads. It provides concrete – or rubber, or fur or foam – reasons to be stupid. And it explains that once you’ve crossed that line, there’s no going back. Before Stupid, life was grey. With Stupid, life is a fluorescent kaleidoscope of joy.

Stupid gives you the ability to transform fear by experiencing it. It lets you fight for an ideal, find strength in your weaknesses, opens the door to adventure – or just makes you laugh.

Why should you Be Stupid? “You’ll have more sex.” “You’ll create more.” “You’ll care less” and “Governments will hate you.” Behind the campaign is the Diesel Creative Team and four emerging photographers: Chris Brook and Magnus Unhar are joined by Kristin Vicari – the English photographer who worked on the first campaign – and the talented 18-year-old Australian girl, Nirrimi.

Letting the very young work on a global advertising shoot. What could be more stupid than that?  Long live stupid.

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