so, i selected an add from the Diesel clothing line, "be stupid " campaign, from summer of  2010. Essentially, it's fuddled with various pictures of models doing outlandish or ridiculous  things, all claiming that "smart" is the boring and conventional way and "stupid" is the creative, fun, and adventurous way of doing things. At the same time, it attempts to re-brand the words, in a attempt to reach a younger, more hip and brave audience. The selling point comes in the idea that their clothes are for the  "stupid" people in this new definition.