The family that plays together....

...argues about whether an Orangutan is a monkey or an ape. Our after tea game of Cranium was a partial success as a form of relaxation.

Good day at work, but I was so tired by 4pm that I had the verbal communication skills of an Orangutan. I really must remember to take a Monday holiday after weekend camps.

LLCoolJim pointed out this ad. I was so brain dead I couldn't get my head round the sub text, but see what you think. The post generated a comment from a fella which is quite astute. You my or may not agree.

Post
I'm loving the new Diesel campaign. Its aim? well, apart from selling Diesel schmutter, obviously is to transform the meaning of the word stupid, so that instead of meaning, well, stupid, it comes to mean intuitive, spontaneous, open, unpretentious, simple, bold and adventurous. To do this, it contrasts the word stupid with the word smart, which comes to mean selfish, uptight, over-analytical, inhibited overcomplicated and generally too clever by at least half and probably more like three quarters.
I hope it does a good job for the brand, but in my weird way of applying almost everything that I see, hear, read, think or feel to the world of financial services marketing I can't help thinking it's an approach and indeed even a campaign that could have worked well in the financial world.
To most (although not all) consumers, financial services are characterised by all the bad stuff wrapped up in the Diesel take on the word smart. Selfish, uptight, over-analytical, inhibited, overcomplicated and generally too clever by at least half and probably more like three quarters? That's it exactly: that's everything that millions of consumers hate about engaging with financial companies.
I've said for a long time that we could do with a whole new generation of financial services providers who offer products with a small number of big buttons, my rather obscure analogy being with a music player my son had when he was about two years old: no graphic equaliser, no shuttle search, no nothing except stop, go and volume.
Thanks to the Diesel campaign, I now realise it would have been much better to have expressed this idea as a call for really stupid financial products. That would have been a much smarter way of putting it. No, hang on a minute, smarter isn't what I mean any more.

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You're the ad man, but I think Diesel are simply saying 'don't worry if you've just left school with no qualifications, you'll probably get laid more than those square types who studied.' Incidentally, the only place I see these ads is outside the tough estates in Hackney.
Realistically though, once all the stupid money's gone on Diesel jeans and Friday nights, there's not much left over for a Stakeholder pension or a Cash ISA which are deeply boring things anyway and don't get you laid much...not for a long time anyway.
Meanwhile, the square types who studied have been to Uni, got degrees in accountancy, probably got laid a bit anyway and are poised to embrace the world of financial services.
They don't think they're stupid. They think they had it worked out all along.
So I have two ideas: 1.'Financial Services - because you've always been a smart alec and you know it.' or 2. 'Pensions - you'll get laid eventually.'