Advertising is often redundant and boring, so when I see something new and exciting I take note – especially in the world of surf. Today I tip my hat to Sun Bums.
It’s rare that an advertising campaign sans a stupid catch phrase sticks in my head. I’m usually a sucker for repetitive one-liners that eat at my brain (“Whazzzzzup?!” or “Head on. Apply directly to the forehead!”) or just a screen full of scantily clad women – so basically any campaign involving libations works for me…anyway, I digress.
The bottom line is, advertising is often redundant and boring, so when I see something new and exciting I take note – especially in the world of surf. Recently, I stumbled across Sun Bum’s “Bum Rush Tour” in which the Sun Bum crew secretly sets up shop on the beach (this time at Huntington Beach) and puts on an impromptu contest – judging unsuspecting amateur surfers who have no clue what’s going on; they’re just out for a surf. Little do they know, the Sun Bum crew is taking notes, and once they pick a winner, they ambush the lad with a giant cardboard check for $1,000 and a gaggle of models to spray him with champagne as he exits the water. I personally can’t think of a better way to end a mediocre surf session – $1,000 richer with strangers telling me I rip. That sounds nice.
That being said, this campaign is a little short-sighted. We’ve all played hooky before, and our worst fear is getting caught – especially by a camera (how many sitcom episodes have you seen where they take off work only to be hit with a foul ball at the baseball game and get caught by the boss!? None you say? Well, I’ve seen at least one. What if this guy told his boss (or God forbid, his wife) that he was off doing something productive and they discover he was taking a champagne shower with some co-eds? What if this guy lost his job, Sun Bum?! You didn’t think of that did you? No, I bet you didn’t, jerks. Sorry, let’s not fight. Come to L.A. next. I have no shot at winning – well, we could find a way to rig it…maybe paddle out in Venice during a surf school session…maybe…but I want to jump around in the champagne shower! Please?!
Check it:
