Smart is so last season.

12 Mar

No matter how simple fashion retail advertising may look, it’s one of the hardest jobs that could ever come across a writer’s desk. Your wit doesn’t belong here. Neither does your logic.

If you get clever in a traditional advertising sense, the words won’t feel natural, the clothes won’t feel cool, and you’ll have ruined everything forever. If you’re too passive or subtle, it’ll appear as if the clothes don’t stand for anything, which is the real fashion crime.

Diesel is one brand that has mastered the art of saying nothing in an interesting way. Their most recent campaign combines nudity, ketchup and zoo animals to construct a lifestyle I’m jealous to not be a part of. Why can’t I have a girlfriend prepared leap on me from the bedroom ceiling?

There is one other thing I adore about this campaign. I’ve noticed a recent trend in marketing that is obsessed with avoiding negative language. It’s ridiculous, because people love to be negative. Most of us will choose to have a whinge at any given opportunity, and it’s not necessarily an unhealthy thing to do. Having a whinge can be a bonding experience between people. It can cement friendships. It’s a principle that can apply just as well in advertising. So it’s nice to see a client brave enough to embrace such an inherently negative tagline.

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2 Responses to “Smart is so last season.”

  1. the_skies March 12, 2010 at 1:49 pm #

    wow this is so interesting. Stupid is the new ironic.

  2. the_skies March 12, 2010 at 1:49 pm #

    I never fully understood Diesel until now. Ah! Stupid! I get it!

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