The new Diesel campaign, innovatively entitled 'Be Stupid', is a well-crafted example of how a good creative execution can make a stupid idea seem smart. If an advertiser essentially told the potential buyers of a good that they would be, well, stupid if they associated themselves with it, disaster would be more than certain. But, in Diesel's case, their agency of choice, Anomaly, delivered excellent results that carry with it a carefree idea that not only appeals to the target market but also represents the brand itself, since it first had the 'stupid' idea of selling new jeans that looked old.
http://www.diesel.com/be-stupid
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