Smart or Stupid

Or neither, Diesel has been making a splash lately with their creative ad campaign, which substitutes the word stupid for innovative. Example:



I guess I look at these ads and I'm not sure what I'm supposed to think, this kind of brand ambiguity has been more prevalent lately as brands try to change themselves to be what they assume the consumer wants. But I always learned in high school that assuming, makes an Ass out of U and Me, so what about what the consumer actually wants? Is there a way, anymore to find out what that is? And how?