Inspiration of the Day
Every so often, you’ll come across an ad that stops you in your tracks. Perhaps it’s the humor (or sarcasm) that grab you; or maybe it’s an “out-of-the-box” means of delivery. Perhaps it’s particularly captivating in a visual sense – or, in the message it communicates.
Or, maybe it’s like Diesel’s campaign, which is all of the above.
An alluringly nostalgic video begins with the words: “Pollution…Wars…Corruption…”
Yet what follows is not what’s expected: “The world is fucked up.”
You think to yourself, it sure is.
“So Diesel had the stupid idea of creating a country like no other…
where you can create your own laws, create the non working holiday, become the president for a day. Welcome to Diesel Island… land of the stupid, home of the brave.”
Whether or not you’d agree to call it “stupid”, who doesn’t want to know more about this place?
So, what exactly is “Diesel Island”? If you’re familiar with the company’s “Be Stupid” campaign, you’ll know the island is a place for the “stupidity” of the brand’s ideal to play out. The island campaign essentially builds on the success of their “Be Stupid” movement, which ultimately creates a whole new world based on an attitude – an attitude of following your heart (rather than your head). And if having the guts to take risks and embrace the inventive is stupid, then Diesel wants the whole world to know they’re stupid.
And proud of it.
Watch the Diesel Island campaign video here:
So you’re sitting there, trying to make sense of it. A video opens up with quick flashes of a conical character, wearing what appears to be headphones. You’re slightly befuddled, but you keep watching and wondering: is it the return of the Coneheads? Is it a giant slug (and since when did slugs walk upright)?
But then it comes to you, loud as monkey chatter: it’s a giant banana…a somewhat browning, yet intriguing banana (which is wearing not just headphones, but aviator sunglasses too). How very… unexpected.
Still trying to make sense of it? Our advice to you is: don’t. Because that’s just the point…Dada Life is the unexpected (and sometimes, it’s just pure perplexity mixed with fun). Assume anything from this dynamic duo, and you’re bound to get some shockers thrown your way. Of course, there’s one exception to this rule, and that’s in their cool, kinetic beats. Expect those all you want, because wherever Dada Life goes, a boundless supply of those heart-thumping beats just seem to follow.
So what sorts of projects do the talents of Dada Life dive into when they’re not creating curious banana beings? For starters, they’ve had a steady release of hit records since 2006 – from “Big Time”, “The Great Fashionista Swindle” and “Vote Yes”, to “Fun Fun Fun” and “Just Do the Dada”. They’ve also remixed artists such as Alex Gopher, Laidback Luke and Dan Black / Kid Cudi, and been played by the likes of Eric Prydz, David Guetta, and Benny Bennasito. They even accompanied Tiesto on his 2009 US tour, performing on stage beforehand. So what’s next on the agenda? A set of US and Australian tours, as well as performances at various European festivals. And, of course, they’ll keep doing what they do best: concocting those dynamite tracks and brewing up rousing remixes (all code for “doing the Dada”).
See the teaser video for Dada Life’s latest hit track, “Fight Club Is Closed”, here:
Watch the full video for “Fight Club Is Closed” here: