Postponed Australian Surfers Sunblock shark attack ad launches

A shark attack-themed print ad that was delayed after a bodyboarder was killed by a shark in September has finally been published.

The ‘Only protects you from the sun’ campaign for Australian Surfers Sunblock first broke in September – the week after a shark killed a bodyboarder in Western Australia. Agency Bondi Advertising took the decision to hold off on launching the ‘shark’ creative, opting for others executions to bring the brand’s proposition to life.

The shark execution will run in surfing magazines, local publications in the Eastern Suburbs such as The Beast magazine, and on postcards.

“We are trying to tap into a demographic that tends to be indifferent about sun exposure with a fresh angle we hope will get them to engage,” said Steven Thomson, Bondi Advertising’s creative director.


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