World Surf League Launches First Ad Campaign, 'You Can't Script This'

Ad agency Mistress launched the first-ever ad campaign for the World Surf League, "You Can't Script This," with a 90-second spot entitled "Chaos Theory," according to Erik Oster of ADWEEK. The spot opens with a voiceover introducing chaos theory as "a celebration of the unpredictable." The voiceover "continues to wax philosophical" about how “the slightest change can ripple across the globe” over a mix of stock footage, World Surf League highlights and original shots. The ad was released Tuesday, ahead of the Billabong Pipe Masters competition taking place in late December, "and will be supported through social media." World Surf League CMO Scott Hargrove said, "We're focusing our 2015 media spend where our target audiences consume the sport -- digital and social. As we continue to expand our message and recruit new fans into competitive surfing in 2016, we will rely more heavily on traditional channels" (ADWEEK, 12/7).