Bold n brave.
Surfing’s 2021 has belonged to Gabriel Medina. Oh, certainly Brazil’s Italo Ferriera won gold for their country in our grand Olympic debut, along with Carissa Moore for the U.S., and Japan-by-way-of-Huntington-Beach’s Kanoa Igarashi had a moment in the spotlight but none but no one has outshone Medina.
The two-time World Champion separated from his stepfather and mother, got married, embraced an easy-going attitude and crushed the Covid-ravaged World Surf League Championship Tour. Even though vaccine-hesitancy will keep him from competing at Teahupo’o, he is a lock for the one-day finals at Lower Trestles and could easily win the cup.
Even with so much busyness, success, though, the Man from Maresias had enough time to swim to the bottom of the sea and exacerbate the Greek god Poseidon for banking giant Bradesco.
Marketing director Márcio Parizotto turned to producer Stink and director Squarehead to create the “stunning” advertisement and said, “We decided to use the surfing metaphor, with a flat ocean, to show how important it is that we take the initiative in our own stories. We sought a message of optimism that would encourage people to pursue their objectives in a bold and proactive manner. And it is all personified by Medina, in an advertising fable that features Poseidon and conveys the brand’s commitment to helping its customers overcome their challenges.”
Industry publication Adweek adds, “Keeping in line with its message of facing a different, more inclusive future, Bradesco’s YouTube channel has included sign language and subtitles, as well as audio descriptions. This initiative also includes a push for gender-neutral language and changing its expression, ‘For blind people to see, with ‘For everyone to see.’
It’s Medina’s world. We are just living in it.