The Crocs of time-telling!
I know what I said. That BeachGrit’s recent video posts have been blasé garbage yada yada yada, but I must declare that this one is utterly brilliant! G-Shock’s Grasshopper in the Snow combines all of my favorite tropes: beautiful cinematography, a worthy subject, perplexing narration and unsubtle branding.
Leon Glatzer, a lanky Costa Rican with a penchant for giganto-spins, was sent somewhere (north, I believe) to film an advertorial for ugly watch brand G-Shock. Of course they won’t mind that I’ve called their product aesthetically atrocious, as G-Shock’s whole shtick is durability. It’s the laboring/surfing/sky-diving man’s watch. Utility over fashion.
Which makes me wonder… why spend all the money on this fllm? I’m gonna gander that with travel costs, production dollars, etc., the price tag on Grasshopper in the Snow trumped… 40k? I don’t know, thats just eyeballing it.
Don’t get me wrong, I’m glad they ponied up some legitimate cash for their ugly watch movie. It makes me partially forgive G-Shock for all the terrible Joel Centeio ads I had to suffer through over the years. And no dis to Joel, he’s a proper shred, but G-Shock’s 2008 marketing schemes were nearly as horrendous as their product. And Grasshopper is the Rolex of surfing advertorials!
You’d still have to pay me well north of fifty bucks to be seen in one of those wrist cages, though.
Now enjoy the film! (Bought to you by G-Shock — the contraceptive watch co.)
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“Here’s the ugly white watch for you to wear on the outside of your wetsuit.”
“Ummm, thanks.”
Bout three fiddy. Thousand. A week.
Absolutely the best surf watch. Have tried other watches and they quickly leak or fog.
Agree
What would a BeachGrit watch be like?
Spiky and uncomfortable to wear, with spots of brilliant dazzle
G-Shock’s ad campaign didn’t change for 15+ years! HA! ps. MC please refrain from talking about fashion…Chas has that covered
Or perhaps to put it another way: more people writing about fashion doesn’t make it more interesting.
was that fashion talk? I honestly know 0 about fashion. They are just the ugliest timepieces i’ve ever set eyes on
Performance of the film goes to that poor cameraman doing water shots…..
I’m always impressed when guys do airs in a full suit with booties and gloves, not to mention the least aerodynamic timepiece you could own. Nicely shot though, i kinda dug it. Not in a “hey I’m gonna go buy a g-shock” way more in a “hey, the aesthetics of this film are really nice” kind of way.
performance surfing in anything over a 4/3 is actually fucking impossible
MC is so much better writer than before. Keep work and soon Chas too much coke.