I recently had my eye caught by Diesel‘s recent ‘Be Stupid’ campaign as I walked past their Leeds store.

They’re basically championing being silly over being smart, with clever, irreverent photography.  Like so…

How good is that?  One of those brilliant photos I wish I’d thought of.

Not an outstanding image, but a brilliant moment and sentiment that made me smile.

I love the idea behind all of these

I love how they’ve caught fun in amusing every day places.

An image can say a lot.


A cool idea, smartly executed.

This could well be my life’s motto!  Another would have to be:

“To discover new oceans, you need the courage to leave sight of the shore”

…which could easily be reworded as follows:

Good work Diesel for such a downright silly campaign!