Stupid is sexy?

Only Ad land can try to sell us on stupid. I'm sure the words 'provocative' and 'disruptive' must have been bandied around during the pitch. And this Diesel campaign does do a great job of making stupid feel rebellious, cool, different and unique (almost desirable until you ask yourself if you're happy being stupid).

Maybe it works because of it, because it warms you ever so slightly to such a disparaging term. It's a story we've heard before, but the fact that's connected to 'being' stupid, makes it stand out. It flips the bird at society, at what is smart or stupid, how we define or categorise people, which allows it to be retold intelligently.

The stupid video manifesto uses copy, type and music in a way that gets your attention and keeps you reading (or maybe it just does that for me, since I am drawn to words). Check out the Diesel campaign microsite and Be Stupid Facebook Group (which has 331,179 fans). Still unsure how I feel about it. What do you think?