The id rebels against the ego in Diesel's "Be Stupid" campaign: freewheeling models enter danger zones, taunt animals and ignore the laws of gravity. But as explained in an accompanying video, the campaign's ethos reminds us that that risk-taking, discovery, and achievement often take place without the safety net of reason.
Diesel invites you to share your most defining "Stupid" moment in its "Faces of Stupid" contest, for a chance to win a once-in-a-lifetime adventure. Each week, voters on the Diesel site will choose the top five "Most Stupid" contestants. A panel of Diesel judges will determine the "Most Stupid" contestant of the bunch, who'll walk away with a swag of gadgets: a digital camera, a Flip HD camcorder and an iPad.
On 24 May 2010, finalists from each week will compete in a showdown for the title of "Most Stupid." The grand prize? A motorcycle trip through Europe, a shark-diving tour off the South African coast, a journey through Mongolia by train—it's your choice.
To enter, get a "Be Stupid" sticker from a Diesel near you, stick it on your forehead, take a picture, and email it to firstname.lastname@example.org. You'll automatically receive an entry form. Submissions will be accepted each week until 16 May 2010.