Stupid is as Stupid Does

Not normally a philosophy I adhere to, but this ad campaign for Diesel jeans that's been in the West 4th Street station for a while has me considering it. I hate to fall victim to these ads, but they do make me smile and then I'm puzzled. Why does being stupid appeal to me?

Is it because no one ever asks stupid people to do anything substantial? It may be a relief to be relieved of any responsibilities, but that is actual a strike against this state of being in my book. I love the sense of accomplishment that comes from doing something that means something, and doing it well.

Is it because stupid is synonymous with easy? If it's stupid anyone can do it, right? But, to borrow a good movie line, it's the hard that makes it great. If it was easy everyone would do it. Life is hard, but it's conquering that hard that makes me want to get up in the morning.

It's got to be because stupid sounds fun, silly, young. But, then why not just say that? Why encourage what could be misconstrued as either of the not-so-desirable states I mentioned above? Some things about advertising I'll never understand, because this one continues to make me smile and fills me with a desire to Be Stupid.