Turns out Diesel's "Be Stupid" campaign is pretty darn smart."instead of wasting our lives in front of a computer, we we chose to waste our lives in the park," shouts a promotional video designed to introduce "Facepark," an event where people unplug for a while to actually meet each other in the real world. Oh, but also online at a special microsite.

There's a lot of talk right now on just how effective Old Spice's viral video campaign has been in boosting sales. And while it's too early to truly tell, it really wasn't the point of that particular facet of the campaign anyway. It was about repositioning a tired brand.

Here, it's unclear how Diesel's sales will be directly impacted. But one thing's for sure: It's "stupid" campaign is turning out to be a nice way to bring an aura of counter-culture hipness to the brand - and to capitalize on the inevitable Facebook backlash.

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