A Diesel poster campaign has been banned by the Advertising Standards Authority (ASA) for being offensive.
The “Be Stupid” campaign, which was shown on posters and in magazines including Grazia and Dazed & Confused, included a woman holding open her bikini bottoms with one hand and taking a photograph of her genitals with the other, while another featured an image of a woman lifting her top and exposing her breasts to a security camera.
Text under both the ads said: “Smart may have the brains, but stupid has the balls. Be stupid. Diesel.”
The ASA has banned the ads from running as posters because they were likely to be viewed by children. It also said the image of the woman taking a picture of her genitalia and the woman exposing her breasts were likely to cause “serious or widespread offence”.
In its ruling today, the ASA cleared the ads to run in magazines.
Diesel argued that “there was nothing within the content of the ads that was offensive and that they did not contain any provocative nudity beyond the usual amounts shown in many swimwear, sportswear or lingerie ads.”