Diesel Be Stupid Campaign

(See bottom of post for more slideshow)

(via shittygreat.com)

“Stupid is the relentless pursuit of a regret free life.
Smart recognizes things for how they are. Stupid sees things how they could be.
Smart critiques. Stupid Creates.
If we didn’t have stupid thoughts, we’d have no interesting thoughts at all.”

At the risk of sounding square, I’m going to say that this latest advertising campaign by Diesel is stupid, but I suppose that’s what they were after. I remember back in high school wondering why all the popular kids pretended to be stupid. They were straight-A students, often close to the top of the class, but they behaved like a pack of wild ostriches.

Maybe it is intimidating to others if you act smart? So best to act stupid.

Before I critique too far I should take a look at my own life. I have been considered a mostly creative person, some would say smart, but that’s not typically how I would describe myself. If I died tomorrow people would likely remember me for my more stupid moments, because honestly, those were the best stories. Like the time my friends and I created a whole event based around being stupid called The Mangames (keep in mind this was long before Spike TV). I even owned the domain name Mangames.com at one point. Stupidly, I let it go, probably to have extra money for go-karting that week or something.

I think of the times that I’m laughing, having fun, and am genuinely free — almost all stupid moments. It’s pretty rare that I’m sitting on top of a mountain at sunrise by myself looking out on the world completely unencumbered by thoughts of careers and relationships. Chances are if I’m genuinely having a great time I’m probably ripping it up on the dance floor, jumping my bike off of some mini-cliff,  drinking with friends, jumping up and down on cars in a parking lot, or some combination of the above.

This generation is different from the last. We don’t worry as much about that things like war and careers. We just want to have a great time. We all have ADHD and can’t stand to watch anything for longer than a short YouTube clip. Our parents were boring and didn’t get out to see the world, but they had shit to do. These days if you’re 40 and working at a bar, hey, at least you’re cool.

It’s the reality that kills it. We just want to be stupid. No thinking, just fun. I think the fashion brand Diesel has nailed a sentiment that resonates across our generation that a lot of smart people have been too afraid to talk about. Be stupid. Yeehaw!

(click to enlarge)