By Barry Janoff
December 9, 2015: The governing body for the sport of surfing is living up to its name by launching its first global brand campaign, "You Can't Script This," to coincide with the season finale, the Billabong Pipe Masters in Oahu.
The World Surf League said its new effort "unfolds on the most beautiful and dynamic playing field in the world" and acts as a visual bridge between the season that is just ending and the new one that will begin in 2016.
"From upsets to perfection, a thwarted shark attack to the most hotly contested championship race in years, 2015 has been one of the most remarkable and unforgettable in the sport’s history," is how WSL described this past year.
“Competitive surfing is such an unpredictable sport and that’s what makes it so compelling," Scott Hargrove, CMO for Los Angeles-based WSL, said in a statement. "With ‘You Can’t Script This,’ our goal was to create a campaign that celebrates this simple truth about the sport we love.
"Instead of being our Achilles’ heel, surfing’s unscripted nature challenges us to deliver new ways for fans and surfers to engage with the sport they love," said Hargrove.
The campaign is anchored by a 90-second spot, "Chaos Theory," which takes viewers on a visual journey around the world, showing how weather and other conditions can make or break how world-class surfers interact with their boards, the water and their challenges.
The spot includes shots of top surfers including Mick Fanning, Kelly Slater and Lakey Peterson.
Support includes Internet, social media and on-location activation. Lead agency is Mistress, Los Angeles.
“Whether it is seeing Gabriel Medina become the first Brazilian to win a World Championship, to Sally Fitzgibbons’ victory in Fiji despite suffering a broken ear drum, to swell conditions that change by the minute, no other sport offers these types of compelling, unpredictable moments," said Hargrove.
The Billabong Pipe Mastders begins Dec. 9 and runs for about two weeks (weather permitting).
"Chaos Theory is a celebration of the unpredictable," a voiceover explains in the spot. "The uncontrollable. The slightest change can ripple across the globe."
The spot broke this week on WorldSurfLeague.com today, and will run across WSL’s global broadcast partners in the US (ABC), Brazil (ESPN), France (MCS) and Australia (FOX 5 Sports), as well as on Google’s Display Network, Facebook, Twitter, Instagram and other news/social media outlets.
Marketing partners for the World Surf League include Samsung Galaxy, Jeep, GoPro, Vans, Billabong and truth.
The WSL said it has been "committed to improving the quality, quantity and consistency of competitive surfing. In the process, it has become the first truly digital sports league, providing 100% of its content online and for free."
Back to Home Page