This week I was introduced (a little late) to Diesel’s “Be Stupid” ad campaign. It’s really best seen, rather than described, so I would highly recommend watching this video and getting an idea of what the ads are all about.
Now, at first, the video seems to be encouraging people to follow their dreams, which is always nice, I suppose. But the video quickly devolves into a criticism of society’s “smart” people, who apparently don’t take risks, or have any good ideas (except, of course, for Diesel, the company that thought of the “Stupid” concept), and seem to just represent people interested in following a traditional career path rather than, you know, sticking their heads into mailboxes.
If you look at the actual ads in the campaign, you will soon discover that apparently “stupid” means, in fact, being oversexualized and usually naked. I’m not exactly sure where they got their definition of stupid from, but according to Merriam-Webster it means “given to unintelligent decisions or acts.” Now, while running around naked, or flashing a security camera certainly is an “unintelligent decision,” the ad campaign has taken stupid decisions and glorified them by making it appear that being stupid is equivalent to having friends who will be willing to have sex all the time and run around naked with you.
For this, two of the ads have been banned in Britain. One ad featured a woman flashing a security camera, while the other had a picture of a woman in a bikini taking a picture of her genitalia. The British Advertising Standards Authority said that the ads could encourage “anti-social or irresponsible” behavior and that the bikini one could cause “serious offense to many adults”, and banned the ads from public posters. Now, I’m not sure I’d go so far as to say that I believe the ads should be banned, but they certainly have caused quite the controversy.
One thing I find interesting is Diesel’s response to the complaints about the ads. According to the above article, the company responded to complaints about the bikini ad by saying that it “portrayed a very strong and unexpected image of femininity, aligning it with typically masculine themes.” Perhaps they’re referring to is the lion awkwardly lurking behind the girl taking a picture of herself as a “masculine theme,” but other than that, I can’t think of what is particularly masculine about the ad. The fact that she’s taking an inappropriate picture in the middle of daylight? That doesn’t seem masculine to me, just stupid–which, I guess, fits with the name. Just as Diesel has taken liberty with the meaning of “stupid” in an attempt to make it a symbol of counterculture and creativity, it also seems to have created its own gender paradigm in an attempt to prove that they are subverting it.