Radiator: Improve Your Flexibility

Aussie wetsuit maker Radiator takes on the surf market with a surf mag campaign, from Sydney agency The Furnace, that's worthy of a condom. The product, billed as "All the rubber you'll need," is thinner than competitors' suits, claims Radi

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Aussie wetsuit maker Radiator takes on the surf market with a surf mag campaign, from Sydney agency The Furnace, that's worthy of a condom. The product, billed as "All the rubber you'll need," is thinner than competitors' suits, claims Radiator, offering greater flexibility, which means greater performance. Furnace writer Andrew Allsop notes that the "campaign demonstrates, through multiple Kama Sutra-like sexual positions, that surfers can now move without restriction." As for not showing the product in use, well, "it's like you're wearing nothing at all," he explains. "The ads are a direct reference to 1960s surf movies where couples surfed tandem on Malibu boards. Hence the grading, design and corny expressions." The Furnace has given the positions names, incidentally: 1) Nutcracker Sweet, 2) Swing Splinter, 3) Vibrating Recliner, and 4) Whipper Snipper. Needless to say, these are professional sex surfers, don't try this at home.
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About

Credits
Date
Feb 26, 2007
Creative Director:
Rob Martin Murphy
Copywriter:
Andrew Allsop
Art Director:
Paris Giannakis
Photographer:
Jimmy Fok
Client:
Radiator
Agency:
The Furnace
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