You guys know I fancy myself a clever lady. I will talk your ear off about immigration reform or sociolinguistics or, um, cat vests. So an ad campaign prominently advocating for stupidity? Fail, y'all.
Unless! By stupidity what we really mean is gumption. or moxie. or grin-inducing-fun. Well, then you're speaking my language (I'm fluent in grin-inducing-fun, just FYI). Those marketing geniuses over at Diesel have done it again:
Unless! By stupidity what we really mean is gumption. or moxie. or grin-inducing-fun. Well, then you're speaking my language (I'm fluent in grin-inducing-fun, just FYI). Those marketing geniuses over at Diesel have done it again:
I kind of love these. I love them so much I might just download the entire set of PDFs, print them up and hang them 'round my wee little office. Because don't we all need reminders to listen to our heart and take (possibly stupid) chances from time to time?
Edited to add: I knew when I posted these ads that the response would be varied, but I was interested in hearing what you ladies had to say. I think these ads appeal to me because I've never felt pressured to hide my intelligence under the proverbial bushel, nor have I ever felt ostracized for being bright. I have, however, had my own personal struggles to embrace the more impetuous, less cerebral aspects of life (I'm a German/Virgo/eldest child. It's like a perfect storm of anal retentiveness and over productivity)
And I think that's why these ads appeal to me. The use of the word 'stupid' is certainly not lost on me, but for me personally, it's much more effective than a poster of a kitty meowing at me to "Live A Little!"
What are your thoughts on this new connotation of stupid?
37 comments:
Instant reaction - recoil at the Perversion off the Mother Tongue... but just a minute...when I actually think about it 'stupid' always did have a silly, reckless streak about it. And it's very rarely used for plain old ignorance, where 'thick' or 'dumb' scores higher.
If person A tells person B: 'Don't be stupid!' my mental image is that person B has their pants on their head for a laugh. So, yeah, it works.
These are always plastered all over the subway that I take to work, and yeah, they always make me smile and remind me of the times that me and my friends have done some things that are definitely labeled as stupid.
But we had such a great time doing them :)
I've never seen these. Love them! Thanks for posting.
My dad used to say "fool" to us when we were being stupid as kids. It was like the ultimate insult, but today I think it's hilarious to call someone a fool.
I guess it's hard for me to get behind an ad campaign with a "stupid is cool" premise because so many kids (girls especially, it seems) are afflicted by the idea that if they display their intelligence too boldly, then indeed they will not be considered "cool." I realize this is a different connotation of the word and I'm all for celebrating boldness and small fun acts of rebellion. But "stupid is cool"? Is that really the best they could come up with?
Love this!! We all need to take a lesson or two.
love them... i know u have heard 'stupid is as stupid does'...
I will concede that it's a clever campaign, but wish they'd used different words -- foolish or gutsy maybe. Smart/stupid implies level of intelligence, not just behaving in a silly manner.
'stupid is cool?' so then, inversely, smart is uncool. i just don't like it. they could have done something more about releasing your inhibition or being courageous or SOMETHING else.
These are clever! I've never seen these, but yet I love them! They are great!
Sometimes stupidity really is the best way... Haha! Love the ad campaign, I think we could all do with a bit more stupid in our lives!
x
http://sparklesmiledance.blogspot.com
The Sociological Images blog did a post on these ads, about how it's mostly targeted at men to "be stupid." Additionally, the few women that are used in the ads are used in sexually suggestive ways, for the most part.
Why is "stupid" for women revealing parts of the body, while "stupid" for men can incorporate just about anything else?
Sociological Images Link: http://contexts.org/socimages/2010/01/27/be-stupid/
Wow, I had a totally different reaction to this campaign, which I posted about here:
http://blog.strongrrl.com/2010/02/appalled.html
I agree with your point about have the "gumption" to take risks, but I'd love to see Diesel show ways of women being bold without having to flash their tits or take photos down their pants (see the ad I wrote about).
Interesting concept, but stereotypical execution. In my book, it's a fail.
Honestly I am not a huge fan of this ad campaign. I think they could have captured the fun/spontaneous feeling without using the smart/stupid bit, and not only that but I think it could have been done *much better* if they weren't confining themselves to the smart/stupid comparisons. It just kind of fell flat for me.
These adds are cute, but they're still just that. Ads. Trying to sell us something, and using images of sexy fun to do it.
It's not a question of if stupid is cool. It's more, do these images make Diesel cooler?
Iris and Strongrrrl: Super valid points! Touche!
I think stereotypes and sexisms aside.. being free and not worrying what anyone thinks of you even if that includes flash your chest really quickly then giving a wink and a smile then what have you. So being stupid-funny is A okay in my book, now stupid-dangerous...not so much.
It's an interesting and funny campaign, but their "stupid" really means "creative" or something like it.
These are great, I'll admit that. And, all I'll say is there's a smart way to be stupid. A contradiction indeed, but stupid is fun as long as no one is getting hurt. Kinda sounds like something your mother would say, huh?
I'm surprised you like these ads.
I think they are...well...STUPID. Not so much in the images you've shown but on the next page of the ad it always decalares: "Be stupid."
No thanks.
-Vee
I actually hate these ads, to be very honest. I'm sure what makes them so repulsive to me is that I spent my entire childhood being smart and thus uncool, picked on, ostracized by the kids who were cool. Sure, maybe their grades weren't as good and they didn't speak their minds, but they sure went to cool parties. Even in college it's hard to make "smart" decisions because they aren't seen as what's fun and cool: for instance, I don't drink (maybe twice a year, one drink per occasion) and it makes me feel really isolated.
Perhaps it's a chip on my shoulder. I think the acts pictured are silly or impulsive (and leaning out a car to kiss? you'll get yourself killed), but we shouldn't be encouraging anyone to think that being stupid is the thing to be. Plus, isn't this one of these things women have been rallying against for years? The whole idea that you shouldn't have to act dumb to be liked, especially around guys?
Ooops, I ranted.
Vanessa: No worries! Rants encouraged! ;D I knew when I posted these ads that the response would be varied, but I was interested in hearing what you ladies had to say.
I think these ads appeal to me because I've never felt pressured to hide my intelligence under the proverbial bushel, nor have I ever felt ostrasized for being bright.
I have, however, had my own personal struggles to embrace the more impetuous, less cerebral aspects of life (I'm a German/Virgo/eldest child. It's like a perfect storm of anal retentiveness and over productivity). And I think that's why these ads appeal to me.
The use of the word 'stupid' is certainly not lost on me, but for me personally, it's much more effective than a poster of a kitty meowing at me to "Live A Little!"
;D
"(I'm a German/Virgo/eldest child)"
LOL
I'm also a German eldest child, but a Taurus. Feel ya'. And I totally printed out the campaign a week ago and tacked my favorite ones onto my inspiration wall..
I love your site girl! It definitely inspired me to start saving money and plan out my trip to Europe for real this summer. Just booked my flight to Barcelona. :)
Lol, I'm actually really loving these. They are so brilliant. I know a few people have been insulted by them, but its clear that Diesel were only having a bit of fun.
What, I didn't know that you're German! Uh, not that I am, but it's still cool. I love the German language, I wish I could speak it more fluently.
Greta: I should say I'm of German heritage :) Minnesota (where I was raised) is awash in German/Scandinavian culture. We're all about potatoes and hard work and punctuality.
P.S. Berlin is my favorite city. Ever.
I don't like them. At all. If they featured girls doing 'stupid things' that didn't involve exploiting themselves, then I may give them a chance. I see a good idea behind it, but I think they totally failed. This kind of stuff is toxic to impressionable girls.
ha ha great ads!
I think the ads have a great message, but I worry that the typical connotations of the words "smart" and "stupid" might be all that some audiences focus on, leading "smart" to become even more uncool.
http://lesadventuresdulorax.blogspot.com
As a woman who is intelligent minded at times yet giggles quite a bit, I am torn.
"Why encourage stupidity?" says the intelligent side of me, "There is too much glorifying of the unintelligent and treating smart people as morons for being smart."
Yet, the giggly side of me says, "You have to be silly sometimes and not think or you miss out on a lot. I know this from experience."
So the ads make me have two reactions at once so must be doing their job of getting a reaction though I doubt I will be buying Diesel clothes.
These ads... At first I was a bit shocked at their use of the word stupid. I mean you spend your whole life trying *not* to do stupid things, right? But some of the best fun I've ever had could - and some definitely *would* - fall into the Stupid category...
Oh, and I've given you an award! You can check it out here: http://bunnykissd.blogspot.com/2010/03/sunshine-award.html
Gosh, this is a really interesting discussion and it's fascinating to hear different views - which have influenced me to think more negatively about the ads. If I was a graphic designer I'd be sorely tempted to put together a counter-campaign: 'Cool is Stupid'
My first reaction to these was sadness for a few reasons. I have a brilliant and fortunately very confident 11 year old daughter that continually has to stand up for herself to people who want to dumb her down, and the first thing I thought of was what she would think of these. Second, I hate the ones showing woman being "stupid" by exploiting themselves. I adore you Sarah Von, but I have to say that I'm diappointed that Diesel is fueling (haha I love puns) some really negative things in our society with this ad campaign. I can't help but think they could have taken this idea, but executed it in a more edifying way.
Re: haters
It ain't stupid, it's swagger!
It's effortlessness, and being in the moment.
Not taking shit too seriously.
The word choice is meant to be provocative and shocking. It worked, right? Got yer attention...
Huh. Hadn't heard of these ads until reading this post. Can't say I'm a fan. I value intelligence, and while I know that you can be daring and fun while also being smart, flashing a security camera or taking a picture of your crotch is just not something that I think a smart woman would do.
Oh, and I would bash Diesel for also having a marketing campaign that barely focuses on the clothing, but Abercrombie & Fitch is far worse when it comes to that.
The ads just don't make sense to me, something's not quite right. Maybe because there are different ways you can interpret "stupid". I think they could have chosen better words! They could have used the message of being silly, not serious, maybe...?
... although that's probably not shocking enough
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