Anomaly Amsterdam to Help Fashion Brand Diesel ‘Be Stupid’ Again in 2017

By Patrick Coffee 

We primarily know Diesel for its signature distressed (read: hipster as hell) jeans and the ubiquitous, sometimes puzzling subway posters that happen to be Mark Duffy’s least favorite ads from anywhere, ever.

But the brand now wants a global-scale refresh for the ecommerce age, and it has hired Anomaly Amsterdam to do the work.

The press release tells us that client and agency rekindled their relationship in “recent months” more than 6 years after Anomaly New York created the possibly classic “Be Stupid” campaign. This all went down before the MDC Partners shop expanded to Europe, got to know some puppies for Budweiser and won over the guys at Beats [by Dre].

Diesel went for a global rebranding earlier this year with the help of New York agency Spring Studios, but the “stuff every possible social media thing in there for the kidz” campaign didn’t lead to a longer relationship with that organization, and the client went back to something more familiar instead. Check out this emoji fire hot mess.

The release is intentionally obscure about what form the new ads will take, but Anomaly Amsterdam partner and chief strategist Amanda Fève hints at its goals with this quote:

“Back in the day when people still shopped in stores, phones weren’t smart, and shock and controversy were the exception – not the norm – it was easier for brands to stand out. Together we have developed a marketing strategy that translates Diesel’s appetite for bravery and provocation to today’s world, that will reassert the brand as a leading voice in culture.”

Another one from the client’s artistic director Nicola Formichetti:

“Diesel’s success rests on its ability to reinvent itself to stay relevant and compelling without being locked in a beautiful past. We were looking for a partner that understands the changing consumer landscape, and thinks of innovative solutions beyond advertising, and we found that in Anomaly.”

The release also says the work from “these two like minded bold, creative companies” will be “worthy of 2020 consumers.” We predict lots of hairless models who look about 19 years old checking iPhones in their underwear.