Inverted Psychologie in marketing and the turn of the big idea into a long idea

Diesel Werbung: Niemand ist perfekt. Belassen wir es dabei.

Adweek‘s ad of the day.

Go with the flaw

Who needs perfection anyway?


“Nobody’s perfect.
Let’s keep it that way.”

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Belaß die Welt mit seinen Mängel

pretty work from a pricey brand (A. Natividad

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Publicis, Italy
François Rousselet
Fuel for the flawed (

Find a theme or topic for the jeans manufacturer that is of general relevance to the jeans wearing population pre-existing in their DNA.
Inverted psychology helps thematize blemish and helps also young jeans wearers get along with their respective individual flaws.


The #GoWithTheFlaw campaign, tells an easy to grasp and relate to story with a topic that a wide range of people can’t seem to let go of: Blemish. Self-depreciation. Flawed world.

And turns the tables while at it.



Marketing’s big idea becomes a long idea.
A good story is told in a series of narratives.
Tables get turned.




If as political missteps considered as ruin, for which some feel to have no say as in in cheeky response to Trump’s call for a border wall—it released “Make Love Not Walls — or as the current ad suggests to let it be, who needs perfection anyway, and just how hopeless it is to hide your flaws in the first place.

It won’t save the world but may be of solace and help let go to a great many not only teenagers.

There is plenty to tell on self-depreciation, flaws and this campaign’s celebration of flaws goes deeper than the storytelling and into its smaller details, too: It’s packed with Easter eggs. Read on, Adweek’s Angela Natividad does a far better job with more detailed insights, especially on how serial storytelling flies of in all direction:

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