The Brilliant Formula Behind RIP 3

I loved Drag Board Co’s RIP 3. The whole trilogy is a subtle reminder of the ridiculous trends in the surf industry. Truth be told, as a consumer, I never really thought much about their marketing strategy. I just enjoyed the frictionless wave riding porn they cranked out. Hell, those lads are having so much fun with it I’m starting to wonder if they understand the gravity of the situation.

Dan Dobbin of Infoamed breaks it down for us:

For the most part, surfers like Harry Bryant, Craig Anderson and Creed McTaggart that are featured in RIP 3 aren’t expected to demonstrate their considerable talents in the water. ( with the exception of the incredible Chippa Wilson).

Instead they are relegated to the role of slapstick fall guy and asked to put in ironically kooky efforts on poor performing foam pop outs manufactured on the cheap in a Chinese industrial backwater.

Dobbin compares the cast of talented to free surfers to superheroes. Harry, Chippa, and Craig are the Thundercats, and the Drag boards are the action figures.

Taking high-profile surfers, slapping them on foam boards, and cutting them a check is nothing new. Where Drag team stands out from competitors, however, is their authenticity. Dobbin adds:

What can’t be denied is the cultural impact the films have had, particularly within the younger, easily impressionable generation of Australian surfers. In the authors home town many of the best teenage “core” surfers have added a booger to their quiver and begun regularly abandoning their performance sticks to scrap into shallow reef bowls when the conditions are right.

The concept of Drag Board Co’s marketing plan is genius. Try less, lay down, and drag em till they hurt. Read the complete analysis courtesy of Dan Dobbin here.