From all the ad campaigns I have seen this quarter, this one stood out the most for its stupidity. But, unlike the other ad campaigns, this one is stupid on purpose. This ad campaign, for the clothing brand "Diesel", features a series of ads that glorifies stupidity, mainly by showing people do dangerous things. It also compares so-called "smart" people and "stupid" people by saying things such as "Smart may have the brains, but stupid has the balls." It seems like this ad campaign is just encouraging people to do stupid stuff.
Although this these ads are very memorable because of their ridiculousness, I do not think they are very effective. Instead of associating themselves with something that has a good connotation, such as intelligence, the makers of these ads decided to associate their products with being stupid, which has a fairly bad connotation. I think that many people, especially those who strive to be smart, wouldn't want to buy products that are associated with stupidity.
The main need that these ads are trying to fulfill is the need for autonomy. The makers of these ads want people to believe that if they wear their products, they will unique (mainly because they're stupider than everyone else). Being smart is too boring and predictable, so you need to be stupid so you can stand out.
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