The question is better put – does the campaign make the target consumer feel affinity for the brand? Neither steaming shit nor ‘be stupid’ likely does this, at least not for consumers older than 12 or 13.

I would have loved to have sat in on the discussions between diesel’s new art director and Anomaly when they first discussed this concept, looks to me like they were under a lot of pressure to win over really young consumers while sticking to the old diesel ad formula, and then they just got things terribly wrong with a result likely to alienate many traditional diesel customers who will find it too juvenile and forced.

One thing that struck me was that love it or hate it, the work has generated conversations. Isn’t that what we used to set out to do in the old days? As opposed to a lot of the advertising wallpaper one sees/inadvertently makes. I felt almost exactly the same way with the Surf Excel “dog”. Plenty of conversation, and that was great. Not to mention a phenomenal brand thought.

In this case, I loved the print, maybe not the film as much. But then, haven’t seen all of it.

As in impulsive is in, thoughtful is out; Daring is in, perseverance is out; I think its more focused on younger age-group and young-at-heart!!