Seems like the current trend of using surf in advertising isn’t slowing down. But Samsung tend to do things a little different.

As title sponsor of the WSL Championship Tour, Samsung are more than happy to put back into surfing, and it shows. When you’ve got the world’s best athletes on your side you can create some pretty epic content. Chanel it aint.

https://www.youtube.com/watch?v=k8i3slWAV_M

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.