Diesel’s BE STUPID campaign is stupid, writes James Lileks on The Bleat.

According to the ad campaign, “stupidity is really what the square world calls creativity, risk-taking, imagination, and a refusal to live by the timorous precepts that constrain people who don’t wear Diesel.”

“And stupid consequently suffered a brain injury, resulting in even more betterer stupider that required tube feeding,” Lileks responds.

Take that, SMART! You don’t even TRY to put your head in a mailbox. Ha ha stupid SMART with your understanding of volume and vertebrae stress.

What’s stupid? Paying $285 for jeans, Lileks answers.


  1. Obi-Wandreas says:

    Lileks is truly a national treasure; what he is able to do with words, few authors can match.