Let’s face facts: Young folks don’t need any encouragement to act out, get reckless—in a nutshell, be stupid. And that’s just the Diesel message. Oh, kids these days.

The Be Stupid campaign challenges teens and 20-somethings to take more risks. The stupid manifesto states that “stupid is the relentless pursuit of a regret-free life.” Hm. Online, you can even create your own stupid sayings. (Because one day you will regret these.) Bright, bold posters have popped up in subway stations and teen magazines run the ads. So is it a stimulating plan or just plain dumb?

Now, I love a good print ad (because I’m a little old school). And these are eye-catching. They’re upbeat. Lively. The campaign is meant to be empowering. But does the message fit the brand? Diesel already has a reputation of being cutting edge, testing the limit, challenging convention. It’s certainly done it in the past. But earlier campaigns seemed more about rebellion and even a little more artistic in their executions. And the acts depicted here aren’t really stupid; they just don’t make a lot of sense.

Love it or hate it, it’s gotten everyone’s panties in a bunch—that is, it’s grabbed their attention. While I can’t completely condemn the campaign, I’m not about to jump on the stupid train either.

Or maybe I’ve just outgrown it.

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