Editor at Everup

The Inertia

Many argue that “surf” and “commercial” don’t ever belong in the same sentence. And in many ways, I agree. They seem counterintuitive, and it feels hypocritical. However, to an extent, surf is commercial these days, and there is no denying it. While the pursuit remains pure and simple for those who decide to make it pure and simple, the sport at large has reached a level of widespread popularity where many contests are no longer mere community gathering but have become mainstream events broadcast and streamed around the world.

And this growth reflects what is happening in said world. Earth is a smaller place with advancements in technology and travel. Because of that, we must work together to protect our individual interests and pursuits, such as surfing.

That doesn’t mean you shouldn’t surf for yourself — what you choose to do is up to you, and, quite frankly, you should surf for yourself. Just know that there are many people to thank for being able to surf for yourself, and that maintaining that inherent respect is important for you, them, and us. This commercial gets that, and that is the very reason this is the greatest surf commercial ever, however cringeworthy “surf commercial” reads.

The backstory, via the YouTube description: “Created in partnership with the World Surf League, this story takes us through the mind of the whole surfing community. It shows how we are all connected, intrinsically co-dependent, and tied together for better and for worse. The film features pro surfers Gabriel Medina, Mick Fanning, Sally Fitzgibbons and Malia Manuel, along with a combination of individuals, who define what surfing is and will be. No individualism here, no ego, no celebration of one hero. In surf, as in technology, one cannot reach the next level alone. Without the people around us, without “We”, without “Us”, “I” is nothing. Together, we make each other better. Together, we push, we inspire, we challenge and redefine each other. We Are Greater Than I.”

Samsung-2




  • Chuck Allison

    Dam! That is really well done! I know there will be grumps who won’t like it, but hey, we’re all individuals doing this thing called Surfing.

  • flakoman

    than I—-phone of course!!! indeed.!!

  • freerider

    Another good one by the WSL..Thanks to all the sponsors and teenie bopper surf star groupies–yes -without them-so called pro surfing would probably be nothing–which just might be a good thing…..Peace……

    • freerider

      No celebration of “one” here?–beg to differ–THERE was one person mentioned by name KS-who seems to be worshipped by many. Yes– clump us all together–to individualism.–Thanks to the Wsl and others– “This once great individualistic sport is being turned into a mushy soggy cartoon”. MSD

      • freerider

        ” The film features pro surfers Gabriel Medina, Mick Fanning, Sally Fitzgibbons and Malia Manuel, along with a combination of individuals, who define what surfing is and will be”. Can’t let this little attempt at brainwashing you slide by–You don’t ever have to let anyone define what surfing is and will be for you.. If its just you ( at your skill level), having fun–or some older or younger cat on a longboard-or whoever- riding waves–surfing is- what it means to them–surfer’s like this have been defining surfing since the beginning…since the first Polynesian stood up and caught a wave– He didn’t need some over paid -sponsored up-logos everywhere– so called pro–to define what surfing was to him…

  • Kiwi

    Why thank the surf bullies? There’s no reason to glorify aggro surfing. Sounds like they’re trying to look cool by hanging with the bad boys.

    • http://cookingwithsocial.com wcbuckner

      Of course. This was cooked up in a marketing meeting and there was undoubtedly some dude who said, “but we have to appeal to the hardcore guys as well. They buy phones too.”

  • Sealo

    Couldn’t disagree more with Mr. Woodsmall.
    “Just know that there are many people to thank for being able to surf for yourself, and that maintaining that inherent respect is important for you, them, and us. This commercial gets that, and that is the very reason this is the greatest surf commercial ever, however cringeworthy “surf commercial” reads.”

    Rubbish, absolute fucking rubbish. Bound to happen – corporate exploitation of this beautiful sport to sell a fucking cell phone – but still a stinking pile of rubbish. I’ll never buy a Samsung anything. To say “they get it” you are clearly a dupe sir.

  • Brian

    Samsung riding the coattail of our sport to subliminally sell products and to make themselves think they are as cool as surfing and our lifestyle is not the way to get our respect.

    We see what you are doing and we understand your lack of any real creative independence. You should be a lil more respectful when you wave your corporate logo over our lifestyle as if you’ve ever had anything to do with why it’s cool!

    Your unicorn is very visible to us! Not buying it!

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    • dorothy.robe

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  • freerider

    Well Michel-seems your viewers have spoken-and you might have got this one totally wrong-but hey -we know -whats good for the wsl is probably good for the inertia…..maybe your view has been tainted…..

  • http://thenewcolonialists.blogspot.se/ Colonial Surfer

    “We are greater than I.” Yes, I can agree on that. I guess we all can agree on that. But when this so called WE, is a way to narrow norm, it’s not just that great. What WE are in this video is not just anyone. Let me be the party crasher. Let me be the troll. But this video is very much about an “I”. Even though there are people from different areas in the world, girls and boys in this commercial there is an obvious I. Try to read the pictures more carefully and tell me what you see. I am a man in this video. The “I” is a white western man. The “I” is a successful white muscular western man setting up standards about the norm. The norm in this video is that I, and if there is a greater we in this video, that we, or us, are working on worshipping that I. We are that I. We are worshipping that I. We are greater than I. But I am the norm in this surf video. I am the norm that we are surfing on, or trying not to get whitewashed from. I am the direction in this commercial. I am not free.

  • poojamunshi

    The concept of “We greater than I” is an extremely potent one because it rallies for a bigger cause.

    Where this fails is in its proof of validity and execution. Besides the great drone footage, it has a story arc that does not leaves us empowered with any sign of chicken skin emotion (think Google/Nike ads that left us in tears). It is not inclusive. And perhaps the voice over helps that cause even more by sounding a tad more buttoned up than any of us surfers out there.

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