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World Surf League unveils new ads!

Chas Smith

by Chas Smith

Are they good or are they great? Come find out!

Our World Surf League unveiled its new campaign yesterday and I am sorry for my slow response here. Cocaine etc. But let’s talk about it now!

The four spots are up tempo, colorful with bold text filling the screen. Each fall under the year’s new tagline It Takes a Tour to Make a Title and highlight a different component of professional surfing. Let’s watch then grade! (Just click play here and they’ll roll one after the other!)

The first is King Queen and features those who actually have a shot at the title and a jazzy soundtrack. Bold text reading “King Queen” fills the screen over John John Florence’s faceĀ and maybe slightly rude to call the boy “King Queen” but I like the playful absurdism! Grade: A

The second is The Obsessed and set to a very moody song plus lots of slow motion. Much pensive. Many emotion. It stirs the heart but there is a moment that lifts The Obsessed into the realm of high art and that is Jordy Smith’s dead serious Are You Entertained? claim. Any clip featuring that or Cryin’ Jordy wins! Grade: A+

The third is New Dream and revolves around all the hot new rookies on tour this year. Soundtrack is very youth. The text details freshness. New school, job, car. First date, day. And then everything swells while the text gets bigger, bolder, filling the screen, demanding, “DO YOU EVEN UNDERSTAND?” Oh it had me standing and cheering! It is like they asked the youngest person at the World Surf League’s Santa Monica office what the kids are saying these days. The youngest person is Dave Prodan (39) and he responded, “Do you even understand?” As in, “You don’t know what us kids are thinking. You don’t know what’s in our young heads. Get lost. GET LOST I TELLS YA!” Dave’s rebel snarl is tasty! Grade: A

The fourth is Ready to Strike and is about Kanoa Igarashi, Jack Freestone and Conner Coffin and Italo are set to win it all. Strange, yes, but I like the magical realism! Grade: A

And will you look at that! The World Surf League graduates with honors! Now back to cocaine.