Da Hui wax and the best ever surf ad!

Eddie Rothman and co. know surf!

Da Hui is one of our very iconic brands and one that still strikes fear/joy into the heart of men. Or at least this man. I love it!

A few months ago, when I traveled to the east African nation of Djibouti, I brought my black Da Hui baseball cap, given to me as a gift by the wonderful Eddie Rothman, because I was planning to be on a boat most of the time and did not want a sunburned nose.

I wore it with pride, even though I was not on a boat most of the time, and loved when those Djiboutians scattered into the shadows as I walked down the street.

Emirates Airlines lost my luggage on my return and I didn’t get the bag for days. When it finally did arrive it was torn open and inside a clear garbage bag. Just one thing was missing. My black Da Hui baseball cap.

I can only assume a Pakistani baggage handler is terrorizing his Emirati masters with it this very day and it brings me some relief. Emiratis are the world’s biggest dough-balls and need Black Short justice.

In any case, Da Hui is now making wax and just watch this advertisement. Watch the entire thing. High octane Pipeline, throaty rock n roll and the end. Eddie’s unmistakable growl:

Remember, when you need to stick it, Da Hui wax…. Let’s go.

All the ad agencies on Madison Avenue could not craft a message so winkingly amazing, so on point, so lean, so anti-hip yet effortlessly cool, so… so… delightful.

It is the best ever surf ad and I dare you to disagree.

Da hui wax Pipe compress from Eddie Rothman on Vimeo.