Apple Does Surf!

One of my greatest qualms with the game of ads is when the creative haus behind a campaign doesn’t do their research properly. Like, a party scene with a DJ lightly touching the ear of his/her headphones (no DJs actually do this). Or, a surf session in which there’s some radical wipeouts on one-foot waves, shot in crazily tight frame. It can’t be so hard to find someone who knows something about the subculture that’s being emulated, and asking for an authenticity check? Anyways. Apple, in their latest Watch ad, have done surfing better than the average non-endemic surf ad. The experience feels kinda real. Maybe I’m biased because I use an iPhone and am typing this on a MacBook, but I found myself cringing less, maybe, than whilst watching this. Either way, Steve Jobs’ estate can keep taking Stab money.