surf's up | Adweek
Advertisement

surf's up

Advertisement

Most people probably don't think ice-cold ocean water and surfing are a good combination, but two advertising executives at Boston-based McCarthy Mambro Bertino disagree.

David Register, associate creativedirector, and Derek Kirkman, senior art director, have founded the New England Polar Surf Clubfor cold weather surfers. The duo recently designed print ads to help recruit surfers and tout their Web site, www.nepolarsurf.com.

One ad shows a man gliding across a wave in a wet suit. Copy reads, "Shrinkage. Windburn. Thermal Shock. It's about as far as you can get from a Beach Boys song." Another ad reads, "You know it's cold when the highlight of your morning is peeing on yourself."

The executions are tagged, "It's colder than it looks" and feature the club's logo, a stylized polar bear's head. The target audience is surfing aficionados who enjoying frolicking around in freezing waves.

The campaign is running in surfingpublications such as North East Surf News.