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I got to see Diesel's "be stupid" ads in print and outdoor today. All the Diesel "be stupid" ads seem to pitch smart vs stupid and Diesel wants you to "be stupid", how smart!!

The first Diesel "be stupid" ad i saw was in print as I flipped through the complementory copy of "GQ" that we received at a petrol bunk on our way to lunch. The deal was you fuel up for Rs. 1000 or more and you get free copy of the latest GQ or Vogue. Free copy of a magazine that has ads on every alternate page!! - Eye brows raised we proceeded for lunch.

I had become aware of the Diesel "be stupid" campaign a few days earlier via twitter. It was a tweet by @mamtu87. I had read about it but had not seen it, and what I eventually  saw in print today wasnt impressive either. "smart had one good idea and that idea was stupid" - did not connect, click, ring a bell or make me want to take a side. It was more of a "oh! WTF".

The lunch destination happened to be Rajadhaani at UB city (Bangalore). Coincidentally that's where the Diesel store is supposed to be. I'm not sure the store is open yet, i couldnt locate it. But what did stand out and catch our attention as we walked from parking area into first floor was the BIG poster that had a girl attacking a tiger. The copy read "smart may have the brains, but stupid has the balls". It definitely seemed cool to be stupid.

There were a few more posters that screamed for attention at the main entrance of UB City. Some interesting like "smart may have the answers, but the stupid has the interesting questions" and some boring cliches like "smart listens to the head, stupid listens to the heart".

Was i smart or stupid in getting impressed by the Diesel "be stupid" ads? Im trying to figure out. What's your take? Doesn't it turn a negative into a positive very well?