Rethinking Surf Ads
Here are a couple ads – one for Play Land – that work for surf brands.
Typical surf ad: action shot…team rider in his element…product shot…flavor of the month graphic treatment…
*Sure, there’s no USP, FAB’s, or LOL moments, but it’s creative.
To stand out, change the substance, not the presentation.
copy: "bad day"
*Features, Advantages, Benefits
Unique Selling Proposition
…you know what LOL means.
forsenorse.com
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forsenorse
I agree. There’s way to much sameness. I really don’t see any brands (with the exception of Insight) even attempting to push the creative envelope. It’s truly a phenomenon that the our industry, with all its supposed creativity, hasn’t progressed past this “action shot/product shot” mentality. Maybe it has to do with the fear of being different. The sport and industry cannibalizes itself every year because company’s, in-part, want to look and feel “core”… and the result is a lack of true creative inspiration, static or declining market share and an open door to larger companies, with massive budgets, who hire an outside agencies to build campaigns that inspire and motivate. Nike, Gatorade, Converse, Adidas, are a few good examples. Even the smaller company’s should learn from this, as they are more agile and fluid to sustain their creativity without the bureaucracy.
Who knows, maybe the bros will wise up one day and get to the essence of what truly inspires and drives the real core… hint – its not a shot of someone doing an air with your logo over it.
aja