1. Be Stupid.

2. Began as a competition to be one the 100 creative acts that would start in a music video that would also double as the 2010 Diesel catalogue

3. The “Stupid” Campaign Establishes that “smart” is the social norm, and challenges customers to take risks and go beyond the sensible track of everyday life. Consists of online, press and outdoor advertisements to create controversy

4. The “Stupid” Philosophy

10. A “Stupid” Idea That Might Change The World…But Probably Won’t Wanted to highlight the amount of time people waste on social networks In a Berlin park, Diesel employees created cardboard cutout profiles in which users could frame their face, comment on other each others wall, update their status, and list some of their friends. A giant foam hand was made to “poke” fellow faceparkers Welcome to Facepark

11. “Stupid” Criticism Anomaly New York won the Grand Prix for outdoor advertising at the 2010 Cannes Lions International Advertising Festival for the “Be Stupid” campaign Was banned in the United Kingdom because the advertisements are “indecent and promote anti-social behavior”

12. Emotional Appeals Ad appeals to social affiliation/belonging

13. Imagery Uses attractive models used to associate the brand with physical attractiveness

14. Clever and provocative images reinforces the brand message Visual Elements

15. Indirect Headlines Attracts the readers attention and provokes curiosity lure to get an explanation

16. “Stupid” References Fenner, Justin. "Banned Diesel Ads - PHOTOS | Styleite." Styleite | News & Opinion | Fashion: Runway, Retail, Beauty, Media, Ranking. 1 July 2010. Web. 30 Jan. 2011.. Gould-Simon, Alisa. "Diesel’s Stupid Ad Campaign Earns Award & Ban - BlackBook." BlackBook Magazine and City Guides -- Restaurants, Nightlife, Fashion, Travel, Reviews, Celebrities, Entertainment. 1 July 2010. Web. 30 Jan. 2011.. "Diesel Renders Facebook as a Real-Life Park - Advertising Age - MediaWorks Idea of the Week." Advertising Age - Ad & Marketing Industry News. 15 July 2010. Web. 30 Jan. 2011..