Just in: Samsung’s New (Surf) Ad for Telephone!

Y'either going to love (and maybe weep!) or hurl… 

(A note from the editor: Ain’t it the damnedest thing, how a simple piece of cinema or whatever can make one vomit, the other weep with joy. This advertisement for Samsung telephones, for instance, made Rory Parker furious. “It’s a bunch of pandering garbage that everyone is just gobbling up.  I don’t get the appeal at all,” he told me. I soaked it up. I wasn’t entirely convinced by the voice-over, and when I read the transcript of the commercial without the vision I cringed, but the rest I loved. They totally get it. But, then, as someone who forever ponders the brevity of life, is convinced they have some kind of terminal disease waiting to germinate and who cried and cried and cried when I first saw Blue Crush on a plane, I ain’t the best person to ask. Whatevs, here’s Rory’s take.)

Isn’t it cool how we’re all, like, one brotherhood? Look, we’re wearing the same boardshorts. That’s sick, I got mine at my local shop on sale. They’re usually $90 a pair, but I get the hook-up ‘cuz they know me, 5% off everything in the shop.

Not boards though, but that’s just because they don’t sell ’em anymore.

Isn’t it cool how being a surfer means that we, like, totally get each other? It’s such a spiritual thing, sharing waves at my local beach break. If a dude forgets his wax I’ll totally let him use mine.

Did you hear about Bob? He’s making bank down in Nica. Rents out rooms at this place he leases, charges people a hundred bucks a night. Like, no overhead because local wages are so low. And, you know, you actually shouldn’t pay them more regardless of how much you’re taking in. It’d be bad for the local economy.

Have you seen that new ad Samsung paid some people to make?

So cool, it totally gets surfing.

“We are greater than I,” that’d be a sweet tattoo. The whole thing does a really sick job of encompassing what surfing is, and how much surfers really like each other.  One tribe, bro, only a surfer knows the feeling.  Life’s better in boardshorts.

I’m so stoked that a company finally gets us.

And, oh dude, the ending!

This full on spiritual paddle out thing, people splashing water and, like, totally shouting empty nonsense into the void. It really validates my self image. I can’t wait for what they come up with next.