There has been a lot of UK mainstream attention of surf in the past winter months. Of course, as in last year, we had Cotty and the big wave riders taking over the news with their exploits (which the mainstream press and public definitely gets) but this year we are we are also seeing more ads on the TV, and it’s not just big waves, it’s cold water surfing. And “they” seem to be getting “it”.
Jaeger “Journey to surf”
Jaeger has a long history with the UK surf scene as many a traveller
brought the drink back from the Canaries in the 90’s, but they have
never really advertised… Until Autumn 2014 when they hit the TV with a
cool global ad shot in Iceland featuring UK and Irish surf stalwarts
during prime time. Unfortunately the surf bit had to be cut as UK laws
don’t allow alcohol and surfing to shown to be mixed, as if we would…But
in general it was really well shot ad concentrating on the a bunch of
surfing friend having a ball surfing cold water waves. Pretty good
vibes, and you would love to have been in that bar. In fact I tried my
best to actually be in that bar, but I got dissed by the producers!
Volvo ‘The Swell’
More recently Volvo have given it a darn good shot with another ad
for a global campaign “The swell”. Obviously being a surfer I kinda like
it when mainstream fail in their portrayal of surfing as I can hurl bit
of abuse at the TV and curse the day the kooky directors were born, but
holy moly these guys almost nailed it. Although shot in Durban the ad
has cold water surf roots and strap line that resonates “To feel. To
really feel….is a rare thing these days”. If it wasn’t for something
that slightly annoys me about the paddling at the end (Is she having to
paddle around a cameraman or something?) I’d have given it high eights!
H&M “Cold water surf”
