Samsung already has a great reputation for its evocative surfing ads (such as last year's We Are Greater Than I by 72andSunny), and here's another cinematic-style short that has already caught the eye of surf blogs.
This time by Leo Burnett Chicago, the new ad shows a young Indian boy learning to ride the waves. A gravelly voiceover makes an unlikely analogy -- comparing his efforts to tame the power of the ocean with that of a snail trying to cross "the largest desert of a sidewalk it's ever seen." The boy uses a Samsung phone (including during lessons and at night, to the disapproval of his Dad) to be inspired by pro surfers Gabriel Medina, John John Florence, Mick Fanning and Sally Fitzgibbons. They also appear at the end of the film, pointing out that none of them could surf either, "until we did."
Filmed in India by director AG Rojas of Park Pictures (who captures the snails, as well as the waves, beautifully) the spot was launched this week by Samsung in time for the World Surf League 2016 World Championship Tour.