72andSunny Amsterdam recently launched “We Are Greater Than I” for Samsung, a celebration of the brand’s sponsorship of the World Surf League and follow-up of sorts to last year’s “Every Day is Day One.”
The spot plays out as a thank you to everyone from “Kelly, for making it look too damn easy” to “the haters, the bullies and the trolls,” while celebrating different aspects of the global surfing community. Around the midway point the narrator thanks “those we’ll miss” and the spot engages in a sort of moment of silence as a group of surfers gather in a circle holding hands. Beautifully shot, like its predecessor, this time by Stink director Eliot Rausch, the footage is well matched to the dramatic, occasionally hyperbolic voiceover, heightening the impact of both. The ad ends with the line “Thank you all. Without you, I’m nothing,” stressing the importance of community to surfing and leading neatly into the tagline. “We Are Greater Than I” has already found viral success online, reaching over 5 million views since being uploaded last week.