Diesel, are you Stupid?
Please tell me I dreamt this.
As I was walking in the subway today, I noticed this (please excuse the poor photoraphy as it was taken with my iPhone).
And this.
Of course I saw the Diesel logo but I just didn’t get it. A quick search on Google explained that Diesel launched a campaign earlier this Spring to encourage consumers to “be stupid,” arguing that it makes people take more risks and go beyond smart people.
Consumers were encouraged to send videos of stupid things they did to be a part of Diesel’s online video catalog so that they could eventually share their stupidity to the world. You can learn more about it here. Is this what marketing has come to???
In our day and age, where we witness Gossip Girl-like drama unfold in front of us in every realm of our society (hello Tiger Woods and Eliot Spitzer!), where it’s considered “cool” for young Hollywood role models to be jailed and commit crimes, a time when 15 minutes of fame couldn’t be sought after more and where our TVs are filled with reality programs and shows that center around…well, nothing; how could such a global, powerful fashion brand that targets the younger generation be encouraging more of this?
Yes, the ad grabbed my attention right away and even encouraged me to approach its website. However, after learning of the idea behind the campaign, I was not only turned off but convinced that the thought of stupidity would be stuck in my head every time I see the brand from here on. And to think that I fit right smack in the middle of their target market! Pick and choose your battles Diesel, pick and choose.
March 17th, 2010 at 4:12 pm
Unfortunately, Diesel sales will actually be going up because of these ads. They are targeting the young, rough, rugged and artistic souls of the world. Diesel is associating “smart” with conservative thoughts and “stupid” with liberal thoughts.
March 17th, 2010 at 5:04 pm
Oh! I definitely don’t doubt that their sales will go up. There are a lot of people that buy this sort of marketing and hop on with Diesel’s thoughts that this is all cool, funny and attractive. However, just because something is used to drive up sales doesn’t mean it’s positive. I think it’s sad when a brand has to resort to such unclassy tactics to drive sales…
March 17th, 2010 at 5:25 pm
Ideally, there should be a code of ethics which brands/general media uphold. Jersey Shore is another example of churning money to display kids acting STUPID. Kids will think it is “cool” to get wasted and hook up with anything that walks. Why are condoning STUPID behavior? Why are brands banking on the stupids? Why is Diesel promoting HANGOVERS ? The name of the game is revenue and they know there is a large market of young impressionable kids that will buy into it. At the end of the day, ethics and money never went hand in hand. I never supported the viewing of Jersey Shore and thanks to this post I won’t support Diesel either.