Words: Lauren Hamblion / Image: Ben Nankivell

Diesel’s new advertising campaign titled ‘Be Stupid’ may seem a little odd but the concept behind it is pure genius. Diesel’s UK marketing director Scott Morrison gave us a fascinating insight into the processes that helped build this global campaign and why it has been so successful because as their campaign states “… smart has the brains, but stupid has the balls.”

The ‘be stupid’ campaign reflects the mind set behind Diesel as a brand – it’s all about risk taking. When the companies owner Renzo Rosso founded the brand 32 years ago he was mocked for selling jeans that looked as if they had already been worn. Today this is the brands signature look and is favoured by style savvy people through out the world. 8 years ago Diesel was laughed at for talking about Global Warming, an issue that would soon become a matter of global concern and discussion. They were also one of the first brands to portray black people and black culture in a positive light as well as being one of the first to have an online shopping site. Diesel can never be accused of taking the ‘safe option’. As Morrison explained it is the way they do it differently that gives them the edge, often choosing creativity above security.

Morrison went on to discuss the important rules that need to be followed when creating a successful advertising campaign. He explained that it is important to come up with a clear brief in order to get a good out put. This brief must clearly define Diesels ‘brand DNA’ and what it stands for, but most importantly, must be clearly understood and interpreted by the consumer.  Everything must then be evaluated to ensure that it fits with the brands DNA, so it does not loose its identity. You must never use short term measures – a lot of which was seen in the recession by desperate companies trying to claw back consumers – you need to have a clear idea of what your brand stands for. When you are looking for that signature marketing campaign it is important to buy the IDEA not the AD. Every campaign needs a concept that can be adapted and bought to life other than in print. For example, Diesel are hosting a ‘Be Stupid Cafe’ at this futurising event  that expresses the brands message through its use of bizarre decoration such as tassled umbrellas, oversized teacakes, bunting and balloons. Everything about the Diesel is a brand is executed to perfection.  

But how can a marketing campaign tap into the ‘global need’. Morrison explained that Diesel believe there is such a thing as a ‘Diesle consumer’ who are all based around a certain way of life, such as being brave, being individual and being risk takers. It doesn’t matter which country you live in or how old you are to tap into this mind set. Morrison explained it as “…stand for something or stand for nothing.”

The Diesel philosophy link: http://www.youtube.com/watch?v=Y4h8uOUConE