We don’t do many WTF posts here on Howzit-HongKong.com but after my 10-year old found the advert below in the local papers recently we just had to.

After doing some “careful research” (aka Google-ing) we found out more about the idea behind it and gradually the WTF-sensation was put to rest.

In fact, clothing manufacturer Diesel actually has a philosophy behind their Be Stupid campaign.

This is what appeared in the weekend’s Post Magazine (Sunday Morning Post):

Dad, what does this mean? Son, go ask your mother!

But wait… there’s more:

(This one’s for you, Dani!)

Here’s Diesel’s philosophy:

I couldn’t put all of their ads on this website but if you don’t have any 10-year olds loitering about, have a look here and here