Diesel Clothing’s “Be Stupid” campaign

by Mike Creedon

Diesel Clothing’s “Be Stupid’ advertisement campaign is causing quite a bit of controversy can be found in print, online, or on billboards.  This specific AD contains a light red block font reading “SMART LISTENS TO THE HEAD.  STUPID LISTENS TO THE HEART.” over an image of two young persons (one male, one female) kissing as they hand out of moving cars.

I noticed the vibrant red jacket of the young woman leaning out of the car, then I noticed the kiss, which lead me to read the text.  The color of the jacket gives it prominence.  The red jacket and the kiss use the design element of point.  Our eyes are drawn to it due to the vibrant colors and the connotations evoked by the images.

In color psychology, red evokes feeling of passion, energy, and other erotic images.  The movement of the cars in the image along with the kiss reflects the myth of rebellion and daring within the viewer.  We think of being a teenager revolting against social norms and culture.  The AD wants the viewer to associate Diesel Clothing with daring and youth.  The woman is also leaning out of a car with a European license plate which lends to the myth that Europeans are passionate lovers.

The “SMART LISTENS TO THE HEAD.  STUPID LISTENS TO THE HEART” text  is effectively placed in the unequal spaces of the photo.  Every space is properly used and draws attention.  The text makes me want to take risks in the world, and now I associate taking risks with Diesel Clothing.  I do not personally believe we should strive to be stupid, but these advertisements are creating controversy which is just more advertising for them.

Overall, the AD is well designed and uses multiple Elements and Principle of Design.  The AD plays on the myth and connotations of teenage rebellion and lust, which correlates to the psychology of the color red.  The advertisement effectively creates controversy and draws a strong reaction from its viewers.  It isn’t forgotten by its viewers, thus it is a strong advertisement.