Stupidity as a Social Movement

If you ride the subway, and perhaps even if you haven't, you've probably encountered Diesel's ad campaign encouraging its consumers to 'Be Stupid". Personally, I think this campaign is in poor taste and entirely ineffective in promoting jean sales. However, in another regard, it is a very effective statement. 'Stupid' is a liberation, an opportunity to oppose the dominant paradigm and societal expectations. In many ways, stupidity is a defiance of capitalist false consciousness. 

Think about it-- why do we value 'smart' to such an extreme? Being smart is generally accepted as a direct reflection of one's level of education and education is a major factor in determining the career that supports your lifestyle. Essentially, smart = success. Although we don't often recognize it, success is subjective. Traditional success is reflected by a good job, a high social class, living in a nice neighborhood, owning nice things, and having a happy family life-- it relates directly to money and rank in our capitalist society. If this is not the success for which you strive, it is a reflection of your life choices, your education, your taste. If you are 'unsuccessful' by choice, you are 'stupid'. 

The reason the campaign is so effective is because we do not realize our idea of success is restrictive or wrong. It is not an apparent social injustice like racism or targeted violence. 

The reason I initially found these advertisements so offensive is because they did not fit into my perception of reality. The people in the pictures did look stupid, reckless. Why were they risking their futures, ruining their lives? Perhaps they were simply living them in a way I did not understand. Perhaps I am a victim of false-consciousness. I work hard in school despite frustrations to get a job, have a successful lifestyle, and ultimately support the capitalist society. These images ask us to re-think, redefine 'smart' and ultimately success. You won't see me climbing into a tiger cage any time soon, but I'll admit a little stupidity may not be a bad idea.