DESIGNED BY THE WAVES, BUILT FOR THE BOARD.

CAMPAIGN CREATED BY
JESSICA KING AND NATALIA URIBE
  
 
   
 
Surfers’ Connection to Brands 
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For most surfers, the activity goes beyond just being a competitive sport. Surfing is a 
subculture, which means making specific lifestyle choices based on the sport and 
identifying with a unique set of values. According 
to a 2009 research study, s ​ urfers value 
authenticity above all.  
 
Surfers use sporting apparel as an outlet to 
showcase these values and to be the most 
authentic version of themselves. Because of this, 
many surfers are loyal to brands that 
authentically embody the traits of “true” surfer 
style. 
 
Loyalty to brands can discourage exploration within consumers. Even so, surveys have 
found that l​ ightweight, machine washable, stretchable, seam taped, comfortable, water 
repellent and stylish qualities are what surfers look for in their surf apparel.  
 
The average American surfer wears boardshorts for their functionality.​ They find the 
stretchy, fast-drying, stylish and supportive ones are the best and can be worn both 
inside and outside the water. The lighter they are, the less friction they cause, and the 
better you can perform. 
 
The Surfing Industry  
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The ​surfing industry is fast-growing and churns in around $13 
billion a year worldwide​, ​surfboards and accessories accounting 
for over $3.1 billion in annual sales. I​ n 2018, ​North America was 
the main segment in the market​ ​for surfing equipment, making 
45%
up more than 45.0% of the global revenue that year. 
 
Surfing is a major source of revenue for coastal 
communities. On each visit (to a coastal community), a 
surfer’s expenditures will average $66 on items such as food, 
gas, rental equipment, lodging and merchandise. Surfwear and apparel is another 
fast-growing facet of the surfing industry, but only half of its users actually partake in 
surfing or active sports. Major brands in surfwear and surf-inspired clothing are 
Billabong, O'Neill, Quicksilver, Roxy, and Rip Curl.  
 
Surfwear brands depend on likeability as well as functionality to gain recognition and 
reputation within the surfing industry. 
 
Who is the American Surfer? 
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The average American 
surfer is around 34 years 
old​ and is 
college-educated. They 
typically make about 
$75,000 a year​, own four 
surfboards and hit the 
waves around 108 times 
per year for about 3 hours 
a day.  
 
Surfers are active and 
sporty. T​ hey care about style and image.​ The American Surfer enjoys their diverse and 
dynamic lifestyle and has around 16 years 
of experience surfing the waves.  
 
On average, American adults aged 18 - 49 
spent​ 3 hours and 25 minutes a day 
watching TV​ and around 6 ​ hours and 31 
minutes online a day​.  
 
 
  
 
 
A Reddit post on r/surfing that the surfing 
community upvoted. → 
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Creative Strategy Statement 
Ads will target male surfers and water sportsmen and ​inform them of the functionality, 
reliability and durability Clark Little boardshorts have in rough or active environments​. ​A 
playful and straightforward demonstration of their versatile nature will convince them.  

Advertising Plan 
Key Fact:​ ​The top qualities surfers look for when purchasing boardshorts are lightweight, 
machine washable, stretchable, seam taped, comfortable, water repellent and stylish. 

Advertising Problem:​ ​Consumers don’t know Clark Little makes functional, durable, 
fast-drying board shorts and that they’re a unique choice for performance surf swimwear. 

Advertising Objective: ​To demonstrate the superiority of Hurley’s line of Clark Little 
boardshorts and establish them as the leading brand for performance swimwear.  

Target Consumers:​ ​Adult males, ages 25 to 44, who are surfers or water sportsmen and 
need swimwear to accompany their active lifestyle. They connect to the Fantasy 
Adventure trend.  

Competition:  
● Direct:​ ​Rip Curl, Billabong, Patagonia, Chubbies. Regular, generic, or less expensive 
swim trunks, Speedos, wetsuits. 
● Indirect:​ ​Other surfing accessories and merchandise, surfboards and surf 
footwear, loyalty to established brands.  

Key Consumer Benefit:​ ​Surfers will feel comfortable and confident while surfing or 
participating in watersports knowing Clark Little boardshorts were made to keep up with 
all active lifestyles.  

Support:​ ​A recent study shows that ​men currently make up 64% of the surfing population. 
In the surfing industry, surfboards and accessories account for over $3.1 billion in annual 
sales. ​On each visit (to a coastal community), a surfer’s expenditures will average $66 on 
items such as food, gas, rental equipment, lodging and merchandise. 

Tone Statement:​ ​Playful, laid-back, and illustrative.  

   
Mandatories and Limitations:​ ​Logo, slogan. 

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Matt 
The Weekend Warrior 
 
Weekend Warriors are the perfect balance of 
work and play.  
 
Matt lives a double life. During the week, he is 
a typical 32-year-old with an office job. He 
works at a tech start-up, where he counts 
down the days until the weekend when he can 
head to the beach to surf. 
 
At work, his Mac laptop is filled with various stickers from brands like Vans or Patagonia 
and he constantly adds some to his growing collection. Under his blazer, Matt loves to 
rock t-shirts depicting his favorite surf brands, like Billabong, for added flair to the typical 
office attire. 
 
Having an office job doesn’t mean he stays stagnant. When he is not in the office, Matt 
loves being outdoors and cares about physical fitness. He spends most weekends down at 
the beach catching waves, hiking with his dog or volunteering at the animal shelter. At 
night, he catches up on his favorite shows like ​Hawaii 5-0 ​or documentaries like ​Tiger King 
or ​Blackfish. 
 
While driving his Jeep to the beach, Matt listens to different podcasts. On the water, he 
can be seen wearing colorful boardshorts from brands like Rip Curl or Quicksilver. The 
beach is his favorite place to be and he proudly displays it on social media. Matt’s 
Facebook and Instagram followers are always seeing updates on his latest surfing 
adventures or sunsets on his favorite coastlines.  
 

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Client: Clark Little
Job Description: TV Campaign
Job Number:
Date: 04/17/2020
Writers: Natalia Uribe and Jessica King

:90 Spot “Outfits​”

Video Audio

Open on a shaky video of waves, as the crew sets
up camera equipment. The sun shines brightly
over the rough blue water in the background.
VO:​ We’re here today in sunny Oahu, HI. We
challenged a local group of competitive surfers to
try to surf in some​ special​ outfits we picked out
just ​for them.
SFX: ​Waves crashing in the background. The
camera crew talks softly in the background.

We cut to the dressing room where the surfers are SFX: ​Surfers are laughing and saying
standing around, looking at the crazy outfits and exclamations like “no way” and “oh my god.”
laughing with each other. The only boardshorts
available are quickly picked by a surfer. A shot of
someone’s hand reaching for a prom dress.

Cut to them standing on the beach in their outfits, SFX: ​Whistle blows.
holding surfboards. At the whistle, they run into
the ocean.

A short montage of surfers trying and failing to
surf in these ridiculous outfits. A shot of a surfer
whizzing past the camera wearing a tuxedo, and
he wobbles, falling off his board. In the
background, another surfer in a dress struggles to
get back onto their board.
SFX: ​Waves crashing and some background
music plays. The surfer yelps as he falls into the
water. The surfer in the dress grunts as they get
back onto the board.

Quick close up shots on the water, from the angle

of the surfboard. A surfer wearing Clark Little
boardshorts crosses the camera in slow-motion,
surfing inside a wave spiral.

Cut to a shaded porch by the beach where the
surfers sit down in a semi-circle for an interview
to talk about the experience. The interviewer is
off-screen.
Interviewer ​VO​:​ So what was the most
challenging part about surfing in the outfits?
Surfer 1​: Dude, the suit was so stiff to move in!
Save that for the office, not the water.

Surfer 2​: *Laughing* It was the dress! It was

dragging in the water and slowing me down.

Surfer 3:​ At least your outfit wasn’t falling off

 your body.

Interviewer ​VO​, interrupting:​ Your suit was made

of linen. A lot of surf companies use linen to make
their shorts instead of polyester which offers more
stretch.

Surfer 1​: No way.

Interviewer​ VO​:​ Tons of boardshort companies

also add extra fabric, like on outside pockets.

Surfer 2​: Extra fabric is triggering me right now.

Interviewer ​VO​: ​Can you believe most surfwear

companies don’t use lace-up ties to secure the
waist of their shorts?

Surfer 3​: I couldn’t imagine dealing with that

every time I surf.

Offscreen, a crew member tosses the pair of Clark

Little boardshorts to the surfer who wore them on Interviewer ​VO​: ​Okay, so were any of those
the water. They catch it, noticing it's now fully things a problem for you in those shorts?
dry. The camera closes in on the surfer.
Surfer 4: ​No. *​Laughing, leaning over and
looking at the other surfers*​ I actually had a great
time, thank you very much. These boardshorts
were amazing. I didn’t even fall.

SFX: ​Other surfers protesting in the background,

The camera pulls in on the pair of boardshorts in
the surfer’s hand as he holds it up.
lightly shoving him. “Screw you, dude,” laughing.
Interviewer ​VO​: ​You were wearing Hurley’s line
of Clark Little’s boardshorts. They were designed
to be comfortable, supportive as well as stylish.
Perfect for surfing. ​SFX: ​Other surfers ooh-ing
and aah-ing in the background.

Interviewer ​VO​: ​Keep ‘em if you’d like.

Surfer 4: ​YES! ​*fist-pumping, taunting the others

The camera slowly pulls back from the porch, who are clearly annoyed*
pulling towards the water. The camera whips
around, facing the ocean. A surfer paddles his
board, out of sight. The lettering appears above SFX: ​Waves crashing, seagulls cawing in the
the water.​ “Designed by the waves, built for the distance.
board.​” ​Fade up Clark Little and Hurley logos,
website and socials at the bottom.
 Designed by the
Waves, Built for the
Board.
The Clark Little
x Hurley
Collection

www.builtfortheboard.com
 SHORTS THAT HOLD TIGHT
WHEN YOU'RE HANGING LOOSE.

The Clark Little X Hurley

Designed by the waves, built for the board.
www.builtfortheboard.com