Transcript BA 493 diesel presentation.ppt

Be Stupid.
Began as a competition to be one the
100 creative acts that would start in a
music video that would also double
as the 2010 Diesel catalogue
The “Stupid” Campaign
Establishes that “smart”
is the social norm, and
challenges customers to
take risks and go
beyond the sensible
track of everyday life.
Consists of online,
press and outdoor
advertisements to
create controversy
The “Stupid” Philosophy
A “Stupid” Idea That Might Change
The World…But Probably Won’t
• Wanted to highlight the amount
of time people waste on social
networks
• In a Berlin park, Diesel
employees created cardboard
cutout profiles in which users
could frame their face, comment
on other each others wall,
update their status, and list
some of their friends.
• A giant foam hand was made to
“poke” fellow faceparkers
Welcome to Facepark
“Stupid” Criticism
• Anomaly New York won the Grand
Prix for outdoor advertising at the
2010 Cannes Lions International
Advertising Festival for the “Be
Stupid” campaign
• Was banned in the United
Kingdom because the
advertisements are “indecent and
promote anti-social behavior”
Emotional Appeals
Ad appeals to social affiliation/belonging
Imagery
Uses attractive models used to associate the brand with
physical attractiveness
Visual Elements
Clever and provocative images
reinforces the brand message
Indirect Headlines
Attracts the readers attention and
provokes curiosity lure to get an
explanation
“Stupid” References
• Fenner, Justin. "Banned Diesel Ads - PHOTOS | Styleite." Styleite | News &
Opinion | Fashion: Runway, Retail, Beauty, Media, Ranking. 1 July
2010. Web. 30 Jan. 2011. <http://www.styleite.com/media/banneddiesel-ads/>.
• Gould-Simon, Alisa. "Diesel’s Stupid Ad Campaign Earns Award & Ban BlackBook." BlackBook Magazine and City Guides -- Restaurants,
Nightlife, Fashion, Travel, Reviews, Celebrities, Entertainment. 1 July
2010. Web. 30 Jan. 2011.
<http://www.blackbookmag.com/article/diesels-stupid-adcampaign-an-award-a-ban/20369>.
• "Diesel Renders Facebook as a Real-Life Park - Advertising Age MediaWorks Idea of the Week." Advertising Age - Ad & Marketing
Industry News. 15 July 2010. Web. 30 Jan. 2011.
<http://adage.com/mediaworks/article?article_id=144951>.