The second of our semi-regular Question Time features, in which we ask a question, chew a few thoughts around lazily, like a gorilla having his leaf lunch in the shade, then ask you to join the debate below the line or on our facebook or twitter pages. This week:
Does the Roxy Pro Biarritz trailer really need a shower scene!?
I love Roxy. Full disclosure, they advertise with us, but that isn’t close to being the reason why. By creating a separate, stand alone identity for female surfers and snowboarders, rather than just tacking one on to a men’s brand, they’ve done more for women’s boardsports than any other company to the power of infinity. They’ve forged happy, healthy heroes and through them stoked more girls to try these sports than ever before. Plus they run epic events, one of which is the Roxy Pro Biarritz. I’ve been to it, and its previous incarnation the Roxy Jam, four times and loved every minute of every one buuuuut I do think the shower scene in this year’s official trailer is a little much. Watch it here if you haven’t already.
The campaign is running with the hashtag #WhoAmIJustGuess. Some people on twitter thought it was Alana Blanchard (a fair guess given how she is frequently marketed as we discuss in our cover feature), others said Sage Erickson but it has to be Steph Gilmore, aside from the fact it looks like her and you see an email from her sister, she’s on Roxy (now Quiksilver Women is dead) and they wouldn’t use an athlete from another brand to promote their event. Plus she won last year, majestically in fact as you can see in the Roxy Pro 2012 highlights here, so it’s fitting that it’s her.
But is showing the five times ASP World Champ and pretty much best female surfer ever in the shower the right way to sell an elite women’s surfing event in 2013? Would it happen for Wimbledon or the World Athletics Championships? Especially as it’s the only official trailer. There isn’t another action one showing clips of Steph surfing perfect ten tubes as she does in this highlights reel from the Roxy Pro Gold Coast earlier this year (in the second clip down at 0.30 seconds). This is the ONLY trailer.
Now we know Steph’s totally comfortable with showing this side of her femininity and so she should be and not just because she’s super hot as we discussed in the last Question Time on bikini bodies we just think it’s a shame to not show just one little surf clip in the mix. And we weren’t the only ones.
The skateboarder Stef Nurding tweeted: “is this a tits and ass contest?” and another girl on twitter answered the hashtag #whoamijustguess with “just a #sexobject?” to which, fair dues, Roxy responded “Or a beautiful, daring & super-talented young lady like we love to support? ; )”
And it does beg the question who is this trailer for? Girls that want to go surfing or guys with a surfer girl fantasy. Or should we just get over ourselves and accept that it’s a nicely shot lifestyle clip designed to get people that wouldn’t usually watch a surf contest to watch it? After all David Beckham was always prancing about in his pants and it didn’t do football any harm did it?