Ad of the Day: Samsung’s Digital Surfboard Shows Riders Tweets and Sea Conditions

Making surfing less lonely, one smartphone at a time

Samsung has created a smart surfboard.

The internet-connected sporting gear is the focus of a new ad from Leo Burnett Tailor Made, featuring Brazilian surfer Gabriel Medina. 

Obligatory footage of crashing waves give way to Medina striking out into the ocean, under supers lamenting the solitary nature of surfing. Meanwhile, the champion's shaper—aka, board maker—Johnny Cabianca, labors over a new slab of wood, painstakingly planing and painting it.

The Samsung Galaxy Sufboard prototype, powered by a Samsung Galaxy phone slotted into a special drawer on the side of the board, uses LEDs to display wave conditions to the rider, as well as tweets from fans and directions from Medina's coach (and father).

It's a nifty idea, an on-brand addition to Samsung's broader successes advertising around surfing. The presentation is a little melodramatic, and what's essentially a lighthearted invention might be better served by less serious framing—the lonely plight of the pro surfer doesn't quite rank as a world tragedy, even if a digital surfboard has some utility.

But it's still pretty cool as a novelty item, and perhaps serves as a glimpse of a dazzling future where all sports equipment is loaded with microchips and flashing lights. Just imagine some future Super Bowl, where the football spirals into the end zone during a winning touchdown pass, all the while flashing an ad for Wilson. Hey, they've already done it for basketballs.

CREDITS

Advertiser: Samsung

Agency: Leo Burnett Tailor Made

Co-president and Creative General Diretor: Marcelo Reis

Creative Director:  Marcio Juniot, Pedro Utzeri, Rodrigo Jatene

Art Director: Breno Balbino

Copywriter: José Arnaldo Suaid

RTV: Celso Groba, Maria Fernanda Moura, Noemi Marques and Dudi Ciampolini Bourroul

Account Services:  Fabio Brito, Renato Broggin, Sandra Sales

Digital Project: Denis Gustavo, Pedro Rais, Andrea Faccio

Planning: Tiago Lara, Gustavo Zilles

Approval: Loredana Mariotto

Hardware and Software Producer: Media Monks

Production House: SAIGON

Direction: Rafa Carvalho

Director of Photography – Drone: Will Etchebehere

Surfing Scenes: Lucas Pupo

Executive Producer: Marcelo Altschuler

Account Services: Fernanda Gomes and Karina Bueno

Film Editor:   Paulo Augusto Miranda Rosa 

Finished Artist: Fabio Abreu

Post-Production: Mosh Post Production/ Saigon

Post-production Coordinator: Virgini Fares

Sound Production: Antfood

Production: Pedro Botsaris / Lou Schmidt / Wilson Brown

Account Services: Lou Schmidt / Sean McGovern