Analyse d'une Publicité de Diesel (document en anglais)

This document is an advertising of the brand Diesel, this new advertising campaign was made by Anomaly london agency. The particularity of this campaign is that will broadcast in English in all countries.

Over 25 image was produced in Los Angeles by Melodie McDaniel, Kristin Vicari and Chris Buck

In France, the campaign begins with a text on black background of more than 400 words in a Web spot of 4 minutes punctuated by the famous song 7 Nation Army by The White Stripes. (http://www.youtube.com/watch?v=Y4h8uOUConE )

Characterized by a return to the second degree, the concept "Be Stupid" encourages the public to be less serious and to take risks. We can translate this by « soyez dingue, déraisonnable, inventif ».

In February, the revelation advertisements embellished with a sentence ("Smart critical, stupid Creates", "Smart May-have the brains ... but stupid Has the balls", "Stupid follows His heart and not His Head", etc.) illustrated by visual with models wearing the brand products in "stupid" situation but cheerfull, unexpected, funny and tender.

Inside the campaign, Diesel use the wordl Smart as a metaphor for what is expected of you. Being smart may seem safe, but we all know that the world we live in is not safe at all: natural disasters, economic crisis, terrorist threats…

In this advertising we can see a girl who took is part in pictures, during this a lion in is the background, he roar and seems in a bad mood, the model sis wearing a swisuit designed by Diesel, the quotes say « smart have the brains, but stupid has the balls »

It means that the people who think a lot and are smart have less fun than the stupid one, actually the stupid people take more risk and leave more funny experience than the others.

The back ground is nature, its seems to be a prairie or the jungle. We can think that while the mannequin Shoots the lion will attack her but she does’nt care she just take the risk and take is picture.

The quotes is right in yellow to make it stand out from the background.

This campaign have a point : Fight against prejudice: Most of people are afraid of what people will think, afraid to look stupid which restricts their ability....

In the right corner the name of the advertising campaign « be stupid » and the logo of the bran « Diesel ».

The brand is no stranger to daring campaign for its customers.

An ability to reunited a generation, the desire to get out of the constraints of stereotypes, the obsession of a picture made of culture, intelligence, elegance, gives to the brand it’s remarkable impact and its fabulous creative startegy.

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