Do You Have Denim Needs? Go With The Brand That Turns Stupid On Its Head.

Diesel wants you to be stupid. Seriously.
Here’s a bit of their stupid manifesto:

Be stupid.
What we’re talking about isn’t a tag line. What we’re talking about is a call to arms. Stupid ain’t dumb, stupid is something deliciously greater. Put another way, only the stupid can be truly brilliant.
Renzo Rosso is stupid.
Stupid is motoring around in your Ford transit and visiting after shop owner after shop owner, trying to sell your brand new denim made to look worn.
To be stupid is damn hard work…

It’s not everyday that a copywriter gets to call the boss stupid. Nicely done!
Now for some ad candy from the denim brand…



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.