I’m not going to wax philosophical about Diesel’s new “Be Stupid” campaign. I’ll let you all decide for yourselves.

I’l just say that once you get past the initial, well, stupidity of it all, it’s actually kind of refreshing. Isn’t the proposition being made here essentially what every trendy “lifestyle brand” asks of its consumer – to eschew rational thinking and do what they feel. I mean, there’s no purely logical, rational reason to buy $150 jeans. You buy they because you just want them.

For a second opinion, here’s Ken Carbone’s take from Fast Company.

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