This is an ad campaign by Diesel (the clothing company, I'm assuming). I noticed it last week on the Rue de Rivoli (literally, "Roo of Ravioli").
I really like this ad campaign, and at the same time, it bugs me -- basically because I don't think they quite have a bead on their definition of "stupid." Furthermore, who do they think they're targeting, exactly? How does this get anyone to buy their product? And why are the ads in this town, where the nuances of the meaning are likely to be lost? Hell, I don't think even the copy writers knew quite what they meant.
Or maybe it's just me. Suddenly I feel kind of ... well ... stupid. Hey! Maybe I would feel better if I bought their product.