Surf's up? Nah, it's down—down and dirty, hazardously so—in this visually arresting Brazilian PSA from Instituto-E.
The organization is seeking to raise awareness of Rio de Janeiro's polluted beaches, and urges viewers to sign a petition asking the government to initiate a cleanup ASAP. Created by agency OM.art and production house Paranoid, the monochromatic 80-second spot, titled "Wave," features Brazilian surfing icon Carlos Burle.
Watch as he rides a most unusual "pipe" made of 20-meter-high canvas instead of water:
The material takes on a life of its own, pulsating slowly and with vague menace, as Burle's distorted shadow passes across its surface.