I’m not a big fan of fashion advertising. It generally sucks.
But “Be Stupid,” a mostly-online campaign for Italian outfitter Diesel produced by the London office of Anomaly, caught my eye. And at the risk of being called “smart,” I will attempt to critique it here.
Run off a side-path from their home website, the campaign introduces itself with a 2-minute intro video explaining the platform of the campaign.
Then it calls on viewers to send in photos and videos depicting them or someone they know doing something “stupid.” Those videos deemed best and entered before a certain deadline will be featured in Diesel’s new online catalog. But stragglers can still upload videos to be featured on the “Be Stupid” website.
Ok, lets start by stating the obvious. It’s been done.
The “follow your heart, not your head” argument has been played over, but it’s a message that’s – at least for me – is nonetheless good to hear every so often. And Diesel does it better here than about any other fashion advertiser that’s done something similar. (With respect to Wieden + Kennedy, this is better than Levi’s “Go Forth.”)
Plenty of fashion ads tell you to be different and edgy (typically this is what they try to tell you if they even say anything besides their name printed in transparency over a half-naked person) but this campaign actually does so with substance.
The video reminds me of a book by an old adman named Paul Arden – called Whatever You Think, Think the Opposite – that I read every so often to be inspired. It’s gist is pretty much the same – no one ever changed the world doing the same thing as everyone else, so take risks and eventually they’ll pay off.
The best part of this campaign, though, is the way they extended it through social media, as the microsite is backed by a strong Facebook and Twitter presence (as well as a bevy of traditional print/poster ads).
Diesel’s Facebook page has close to 400,000 fans, and each campaign-related post by Diesel draws scores of comments and “likes.” These posts are all very well written with a voice and theme that echoes the video and print ads. For example, one post reads:
“Stupid ain’t dumb. Those fluid-filled novelty pens with gondolas inside, or penis-shaped pasta, or those little stuffed animals hanging from key chains. These things aren’t stupid. These things are dumb. They are without value or redemption. Stupid is something deliciously greater. Stupid is that uncertain thing that might go wrong still. Only the stupid can be truly brilliant.”
They also use the Facebook page to announce contest giveaways – mostly for Be Stupid t-shirts.
The Twitter buzz is even more user-controlled in nature, as the hashtag #bestupid is still drawing numerous daily mentions, even several months after the campaign debut.
Diesel isn’t using Twitter in the original sense as a conversation starter, and the campaign handle – diesel_bestupid – hasn’t registered a single tweet since it’s been active. I think that’s a lost opportunity to continue the brand voice, but the some of the campaign material seems to have still gotten on Twitter through other sources. (And it would really be a coup if those posts were grassroots as well.).
But the fact that the campaign has drawn so much interaction, and the fact that it is so well synced across multiple platforms of traditional and social media, shows that Diesel and Anomaly know what they’re doing here. They went in with a plan, and it seems to be paying off.
Overall, it’s nothing groundbreaking or earth shattering, but “Be Stupid” makes the right emotional connection, it’s at least somewhat insightful, and it’s well written with enough original stuff to stay fresh and engaging for an extended rollout.
Tags: Anomaly, Be Stupid, Diesel, Paul Arden, Twitter
February 21, 2010 at 8:54 pm |
Before even reading your post, I watched the embeded video you included. What a great concept! You are totally right in pointing out that this is not a unique idea but the bluntness that “Be Stupid” has really works well. The interactvity between the brand and the social media sphere is really interesting too especially since it has managed to support itself well after the campaign began. However, my disconnect is in the fact that this is meant to support a fashion brand and not another industry or product. Call me old fashioned, but I perfer to see my fashion creativity expressed through glossy magazines with smoky-eyed, teased hair, fashion stick figures than with just a claim in colorful typography that they are innovative risk takers. With fashion, you just have to see the goods.
February 22, 2010 at 9:15 pm |
I agree that the roll-out was successful in that it went across multiple channels and was cohesive. But I’ll be honest, I’m not jumping for joy here. Like Augie Ray said to our class, user generated content gleaned from contests has been done…and is growing old. On the other hand I suppose there are always people out there with nothing better to do. Overall, the idea of thinking outside the box and embracing labels is cliche for me.
February 22, 2010 at 9:40 pm |
Yeah, I agree the idea is cliche. And some of the print ads in this series are TOTALLY fashion cliche (ex: girl in a bikini taking a picture of her crotch w/ a lion in the background). But I think overall they pulled it off better than most. The video caught my eye because I like the messaging (though it does drag in some spots). And I give it credit for staying with its message of exhortation without getting unnecessarily edgy or rebellious. Nothing here is earth-shattering. User generated: done. Facebook personality: done. Also, I’ll add that they really beat it to death with the print stuff (they literally rolled out 15 million on Ads of the World), though I thought a few were funny. Bottom line, I’m not about to go overhaul my wardrobe with Diesel or anything, but at least I have a little more respect for them now as a brand.
February 24, 2010 at 6:42 pm |
I think it’s interesting that the video didn’t include ANY fashion shots or mention of the product. I think that’s part of the success of this campaign – they’re not doing a hard sell. I agree with you that I’m not about to go buy a bunch of Diesel stuff, but they definitely deserve some respect for the campaign.