Diesel proves its coolness all over again: with an advertising campaign that feeds on a very simple and very old idea adopting a funny setting with young models and trendy clothes to become a huge hit. A few cool slogans like “Smart listens to the head. Stupid listens to the heart.”, “Smart may have the brains, but Stupid has the balls.”, “Stupid might fail, Smart doesn’t even try.”, “Smart had one good idea and that idea was Stupid.” and “Stupid is trial and error, mostly error.” topped with Diesel’s “Long live Stupid” line, might just prove this campaign to be one of Diesel’s smartest and most innovative while not really very original branding initiatives.
Diesel’s strategy very intelligently targets the masses with simple and clear messages as well as the “stupid” association most young or young feeling people can identify with, considering that “young is stupid since inexperienced” and “young” is also associated with “cool”, “fun” and “action”.
Most importantly: “young” goes hand in hand with “sexy” and sex sells as Diesel quite blatantly states on its website where it shows a sexy interlude and declares: “Sex sells. Unfortunately we sell jeans.”
Well, dear guys from Diesel, your impertinence will certainly pay off. Good one! Long live stupid! Ka-ching!
See the rest of Diesel’s Stupid campaign here.
