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.
You’d think surfers would be the first to realise the sun’s danger but i love these nonetheless!
Too soon.
Liking the headline made from the product
Its a good idea, just bad timing. Give it a month, nobody will complain.
thomas, like wait until after summer when its winter….?
Nice.
They should add a shark shield to the board, they work well and snap on. Compliments sunscreen
I was thinking what an odd name Only is for a sun tan lotion when my train of thought was interrupted by the sudden need to find some freelance work this week through Linked In. The thought went “Must be someone out there who needs a copywriter with 16 years agency experience.” Love to get everyone’s thoughts on this pressing issue.
it’s nice for sunscreen but the brand is forgotten… wouldn’t make me search out that particular brand… what is it again?
Protection? It’s always so much better to smear unknown carcinogenic chemicals on your skin then to spend time with exposed skin *SHOCK HORROR* in the sun.
The idea that a tan is a natural protection really doesnt market well does it?