Samsung and the WSL have combined to create a commercial. How’s it make you feel? Confused, angry, inspired or ambivalent? All four or none of the above? Lets first put to one side the fact that it is selling a phone. That’s what it exists for. Being upset at surfing commercial because it is excessively commercial is like being angry at a dwarf for being short or a square tail for being square.
And while we are putting aside assumptions, I’ll trust them that this isn’t a direct rip off of this Barclays ad above, although that may be being generous. I will say however if you think Barclays out authentics you then perhaps you’re already in trouble. Also this Samsung ad isn’t a one off, but a template that fit in a series of sports. The cycling one from Samsung below comes to my mind as the best example.
Now I’m no cyclist, but at least this seems to be a truer representation of a real story within the sport. The advertisement isn’t trying to guide cyclists or take ownership of a culture or a sport. Sure, it is still flogging a communication device, but at least it’s true and selfless and not just a hackneyed celebration of people who look cool.
With the surfing version, once you get past the cinematic quality, the incredible footage, surfing’s stars and the rapier sharp editing, it is the tone of voice that starts to grate. I mean who are Samsung, or any other commercial enterprise, and that includes the WSL, to say thank you to surfers? I’d like to think that the commercial should show that the WSL and Samsung have the humility to be a supporter, not a lead voice booming Godlike down to us mere surfing mortals.
The surf media’s response, while no real or reliable arbiter of the feelings of surf culture either, has been varied. Some simply toed the line. The likes of Surfing Life and Stab simply put the video up quoting verbatim the ad’s YouTube summary (“Here’s the new Samsung and WSL commercial collaboration. Featuring; Mick Fanning, Gabriel Medina, Sally Fitz and Malia Manuel. Set to an ominous score, it portrays the connectivity throughout the surfing community. For better or worse, a pleasant representation of surfing then, now and beyond…”) with no comment whatsoever. Surfer called it radical, lauding the production values, but questioning the general intensity of the message. “At the end of the film the message could not be anymore clear: “Buy this damn Samsung product because we are surfers, just like you!”
Elsewhere The Inertia said, “Just know that there are many people to thank for being able to surf for yourself, and that maintaining that inherent respect is important for you, them, and us. This commercial gets that, and that is the very reason this is the greatest surf commercial ever, however cringeworthy “surf commercial” reads.” He obviously hasn’t seen the greatest surf commercial ever, this Toohey’s Ad featuring Mark Richards. Elsewhere Beach Grit’s Editor followed The Inertia’s sycophantic stance. “They totally get it,” he squealed.
The question though is; what do they get? Do they get that that the surfer culture is varied, passionate, volatile, loving, creative, dumb, wrong, right and everything in between, but that doesn’t give them the right to try to own it. It’s not a thank you, it’s a power play. Thanks, but no thanks.
