After the new hilarious ‘Be Stupid’ Spring / Summer 2010 campaign, we bring you a look at the ads for the Diesel underwear range, Intimate, which also go for the same ‘stupid is fun’ theme as the collection campaign. Photography by Jason Nocito. Don't miss the complete Be Stupid gallery at the bottom.

Be Stupid

Created by Anomaly London, the concept of this ad embraces unlimited creativity and (typically for Diesel) challenging the established rules.Visually, the campaign is heavily inspired by today’s Internet culture – in particular the FAIL phenomenon. Images depict people in silly, stupid and often dangerous situations photographed in a digital snapshot style. Even the typography mimics the all-caps Impact texts usually seen of the Fail, Win or LolCat images.