Diesel has a history of sexualised and degrading ad campaigns. 'Be stupid' is one of these campaigns with the accompanying slogan: 'smart may have the brains but stupid has the balls.'
This was promptly followed by Diesel's 'sex sells' campaign (no points for creativity!) Sexualised images featuring the slogan were plastered on shop front windows. This resulted in a flood of complaints with at least one retail store agreeing to remove the posters.
Diva - the jewellery and accessories retailer popular with pre-teen and teenage girls - began selling Playboy branded Jewellery in 2011.
Collective Shout petitioned Diva to withdraw the porn branded jewellery from stores.