The Official Be Stupid Philosophy

Agency Network: 
January 2010


Film advertisement created by Anomaly, United Kingdom for Diesel, within the category: Fashion.

Advertising Agency: Anomaly, London, UK
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jackmancer2017's picture

This completes the campaign.

morse's picture

This is such an inspiring idea! Dare to make mistakes, live life to the full.

Activity Score 18159
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

jackmancer2017's picture
Szychowski's picture

Let me put it this way: if I was stupid I would probably wore diesel. At the beginning it may be funny but at the end it is just... stupid. Sorry. You guys didn’t convince me at all - but it was interesting attempt.

Activity Score 89
Art Director at Warsaw, Poland |

KimTJohnson's picture

I think this campaign is fabulous, very honest and thought provoking, as all the Diesel campaigns are.

Activity Score 2
Roshan Quintus's picture

What a feast of 'STUPID' ideas.

Roshan Quintus
Activity Score 665
Saatchi & Saatchi - Sri Lanka |

bite me

Temple's picture

OK, we got it, "Stupid", in the sense of Noble Savage, naive, risking etc etc. Which actually means intelligent. Client could have invested more than $ 500 in this spot however. See how Wrangler did it with the Don't think campaign? At least, they paid for some footage.

Activity Score 11339
Creative Director
shahidali's picture

height of stupidity.

Activity Score 4065
Dhaka, Bangladesh |


CopyRight's picture

I just don't think the slogan "for successful living" goes with the spirit of this massive campaign!

Activity Score 713
ivan's picture

Why not? This campaign says dare to take chance in order to live successfully and fully.

Creative Director at Ads of the World
Gualcor's picture

Ivan, don't hide your 127419230513 pencils XD

Activity Score 978

Stay low, move fast. Kill first, die last. 1 shot 1 kill, not luck, just skill.

kurtberengeiger's picture
Activity Score 7357
monsieurange's picture

A campaign called "be stupid" has to be strongly justified, and they did it quite well. Irreverence, as always Diesel. Very good job. Love it. :)

Activity Score 520
Creative Director
Hibon's picture

Well, what can we say about all this work...? that we all live in a smart stupid world ?
"easy brand to play with...and if one day you meet the "italien" boss of Diesel maybe you will understand why we live in a smart stupid world"

Activity Score 3734

Simple ideas are the best !

sold's picture

This will take award. But will take more clients for the brand?

as someone said: at the beginning is funny, but at the end, there inside you, when you see the life, the real one, this campaign (and brand together) will seems stupid.

anyway, this is a great job, very clever, very smart!

Activity Score 3379
mpared's picture

A big thank you Diesel for your kind words about us!! Yes we are stupid that we believe that you are still a brand and that we have to pay 200$ for a pair of Jeans! We can not thank you enough! Hopefully this will backfire and people would stop buying from you cause they are not stupid.... but look people like it ....WTF this is completely crap

Activity Score 562
Planner at Bold Ogilvy and Mather |

HV's picture

The print campaign is one of the best I have seen in a very loong time.

But auch! the film is weak.. its like a mood film you would do for a presentation. Too long and its hard to not follow the singing together with the text.. or well maybe im just stupid :)

Activity Score 212
Art Director
cef's picture

it seems so diesel. being stupid? hmm, i will think about it...

Activity Score 547
rolling.stone's picture

well film makes it complete, great

Activity Score 2739
Copywriter at Delhi , India |


~ Quite obviously, I have gathered no moss ! ~

Ted Danson's picture

This whole campaign is awesome.

Ted Danson
Activity Score 20
DUV4N's picture

I like it, and it seems to me that with this complements the graphical campaign, in addition it defines very well to the target group ...................... BE STUPID lol

Activity Score 28
Planner at Universidad Central - Bogota,Colombia
swoodbine's picture

wow.... this has got to be one of the best ads that I've seen in a long time ( haven't seen the rest of the campaign yet)

Activity Score 27
Guest's picture

Giordano Bruno the 2nd says: Utter rubbish. Nothing but an age-discriminating, learning-on-the-job reffrain of the day... Crisis? What crisis? Be stupid!... like those that created it in the first place. Just go with the "free-marketing" flow! The academic conveyor belt of the Bologna Process helps. Be young, have balls, live on instincts and maybe those behind the Diesel pollution can shift their social-dumping-manufactured stuff!

Gime's picture


Activity Score 31
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