Samsung x WSL Just Released One Of The Best Surf Ads We've Ever Seen
And it's about a snail.
Mainstream media has a tendency to get surfing wrong. The typical as-seen-on-television or in Hollywood version is laced with stereotypes. They're cringe worthy, over-filtered copies of what we believe to be true. And as the WSL grows, so does surfing's audience. Samsung, their main sponsor, looks to bring more than the competitive aspect of surf and connect to the rest of the world.
This short is directed by AG Rojas, who has done music videos for Run The Jewels, Jack White, Portugal The Man, Earl Sweatshirt and Spiritualized amongst others. We’d recommend taking a browse through the gent’s Vimeo page. It all starts with a young kid named Ajiss and a snail. It goes on to tell a story of triumph that appeals to those outside of the niche. It avoids misconceptions, portrays more than a tour, strips back the notion of sport and speaks to humanity, life and inspiration. As Ajiss slides into that left hander (:49) with his arms outstretched, back bent, barely hanging on to balance, everything in that moment is in its right place.