Diesel’s previous ad campaigns have been replete with edginess, darkness, and a taste for the hardcore. But recently Diesel has turned a 180 and taken a significantly less serious approach to its advertising. The “Be Stupid” campaign has been a clever reinvention of advertising not because it is introducing a new method of marketing a product but it is difficult to ignore because its ad power lies in its brutal honesty about the methods of marketing. Looking at these photos is an experience akin to watching a Truth commercial divulging the subliminal attempts of Big Tobacco to cause consumers to start smoking…after all, as Diesel says, “There’s no wrong way to do it”…
