Australian Surfers Sunblock: only protects you from the sun

So we cant use it as a contraceptive?

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No such thing as bad publicity, huh guys?

This campaign is tired and obvious.

Some people will be outraged by the ad suggesting pregnancy needs to be protected against.
Some people will be outraged by the ad showing penises on the bloke’s skin.
Some people will be outraged by the ad bring up memories of Cronulla and racism.

Trying to get people talking, I get it. Still… YAWN!

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You’d have to be an idiot to assume this ad celebrates localism or unwanted pregnancy. I see them rather is a smart insight and observation into surf culture. Bet Shane rises a boogie board.

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Shane – Locals Only is not about Cronulla and racism its about localism. The car on an empty beach signifies someone from the city going out of town to get waves and the local people not digging it. Localism in surfing is based on geography not race. BTW i have absolutely nothing to do with this campaign or the people who made it. I was simply inspired to comment after seeing the level of commitment you displayed in commenting on this.

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Nothing like good PR for Australia. Sunburn, girls tricking you into pregnancy’s, turf wars and bullying.

I think would have been better
“Why are you worried about sunburn when we you’re going to get raped if you come to the beach?”
Much more effective

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i speak the good england

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I’m sure if you jammed it in tight enough it might work as a contraceptive

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at first glance I read the pregnant one as implying it doesn’t protect your unborn child. problem in my opinion is that the cool/hip/surf culture tone is talking to a bunch of people who don’t tend to worry about using sunscreen.

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Tasteless. Grow Up.

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Seems harmlessly amusing.

Not entirely sure the Locals Only execution hits the spirit of summer, but hey.

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Don’t mind the creative, but try this simple test without scrolling back up to the posters.

What is the brand of sunblock?

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I think you bring up a really good point Tony. The visuals are effective in getting a discussion started about what they are referring to but the actual brand being advertised is easily shadowed by the ad.

Not a good job in terms of brand awareness.

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I agree with Too Hard – all i could think is that this was just another product targetting nervous first time mums to buy something else to protect their unborn bundle. She looks happy about being pregnant!
I guess this was just targeted at men then, as they didn’t factor in the response of a female over the age of 20 who didn’t live in a bar (you know, the kind of person who, if they actually bought sunscreen, would care about the brand they used).
Stupid ad

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I think that’s the insight @too hard… This core demographic of die-hard surfers don’t protect themselves in the sun even with the high level of awareness in the marketplace regarding the consequences of this behaviour. I imagine they devised this campaign to resonate with the promiscuous, prank playing, locals they are known to be. To a suit sitting in an office overlooking Martin Place it may not seem to be effective though it’s a sunscreen that’ll be recognised by a group who are dismissive to the entire product category and could change a behaviour.

Reckon it’s not bad myself…

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i think people should relax and maybe be aware where these ads are running and who they are actually talking to. it’s called australian surfer sunblock and according to their website is a boutique product made by surfers for surfers and advertised through only those channels. the insights are obviously aimed at that demographic so mumbrella maybe isn’t the ideal vehicle to pr these although i suspect the creators will find some of the negative responses from this demographic reassuring. i surf, I’m in the industry and i think they work…

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I don’t get it. (And yep, the brand name escapes me.) But I’m boring.

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The creative director’s dad coached the Socceroos 🙂

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Bandit what’s stupid is your comment. Unless youread tracks magazine and hang out in surf shops you probably won’t see these ads. making sunscreen a bit more relevant may in fact encourage the young males targeted here to actually bother applying it.

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Rubbish. awfully crafted, awful idea, just trying too hard really.

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If you are truly gen z then that makes you about 14 hence your ignorant comment These look great if nothing else

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nothing else is closer. its fine to stand up for your own work Capo but if you are going to put them up on a public forum you have to take on board peoples opinions.
For one you don’t place (force) a product shot in situ when it doesn’t appear at its natural size, it just looks weird especially with a dodgy shadow. secondly its generally best to grasp the english language before writing headlines like that. For a 14 yo it seems I have a better grasp of advertising than you my friend. perhaps I should start my own agency too.

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Dudes please don’t be baited by these types of anonymous haters there are blogs for that.You guys are actually out there doing it and yes placing your work up there for cockroaches like gen zzzzzzzz to shoot down from their fluro lit cubicles. Life’s a beach.

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nailed it. Great insight… well done boys. Might actually get thru to target market. Could do with a bit more branding, or just make the product bigger…

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