For the last couple of weeks, I've been bombarded by Diesel's new ad campaign pasted up all around Hollywood. The tagline? "Be Stupid." They pretty it up with sayings like, "Smart listens to the head. Stupid listens to the heart," and have their whole philosophy outlined in this video:
They are also trying really hard to get people to engage with their campaign by making videos showcasing their own great acts of stupidity.
Ironically, I bet Diesel execs are patting themselves on the back for their sheer brilliance with this one. But really? I don't think it's ever a wise decision to tell your would-be customers that aligning themselves with your brand is stupid.
-- Heather Robertson
Thursday, January 28, 2010
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