be stupid

smart critiques.

stupid creates.


"stupid might fail. smart doesn't even try."

"if you've never done anything stupid, you've never done anything at all."

"smart plans. stupid improvises."

Love it or hate it, Diesel's 2010 campaign "Be Stupid" hasn't left my head since its debut. More than a campaign, it is a way of being. Smart is showing up. Stupid is fearlessly pursuing original ideas.

Smart may have all the right answers, but stupid has all the interesting questions.