Arts and Culture

Stupid ad of the week: Diesel's shit-talking asses

Advertising agencies work tirelessly to come up with new ways to tell us the same thing over and over again: "Hey, buy our shit. Don't you want to be happy?" Thankfully though, there are always a few ridiculous ads that cause us to take pause and appreciate the stupidity of the human race, whereupon we may feel better about our own intelligence. This week, Diesel gets disturbing in the name of ass-kicking.

Taking a clever stance on the value of a sneaker -- Diesel doesn't make all the same tired claims other shoe companies often do: that their shoes will turn any old dork into a sports machine that can dominate everyone at everything -- Diesel takes an alternate and commendable route claiming their shoes are best for good ol' fashion ass-kicking.

Enter animated asses bent over, talking shit. While the social commentary is rare and welcome,upon realizing their mouths are actually their assholes, it just gets weird -- a lot weird. At least it did for me; I don't know, maybe people are into that sort of thing. This ad oscillates between vulgarity and hilarity, and in the end is completely ridiculous, while at the same time making a statement that the characters depicted in the ad -- from gay-bashing KKK members to sodomizing clergymen -- deserve the most extreme of all ass-kickings. This is satisfying to watch, but the ad is also just gross, and takes the joke quite a bit further over the line than it really needs to. On the other hand, it seems that's what Diesel is all about.

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Ben Dayton
Contact: Ben Dayton