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Samsung looks beyond the sunkissed stereotypes and explores the modern world of surfing in online film supporting ASP World Tour

To celebrate its partnership with the Association of Surfing Professionals (ASP) World Tour Samsung Electronics Co. Ltd has released a film highlighting how no two surf days are ever the same.

Created by 72andSunny Amsterdam, the film launches ahead of the US Open Surfing Competition and features on Samsung’s YouTube channel, with additional social media support.

Showcasing everyone from seasoned pros, to ASP rookies, youngsters learning to surf and experienced surfers taking on new breaks, the film shows how there is always a challenge ahead with the strapline ‘Every Day is Day One’ serving as the articulation of this ethos.

“Our active and adventurous consumers are always seeking to enrich their lifestyles, and we wanted to contribute to their excitement,” said Younghee Lee, executive vice president of global marketing, IT & mobile communications division at Samsung Electronics.

72andSunny Amsterdam executive creative director, Carlo Cavallone, added: “In surf as in technology, progress depends on continuous leaps of faith. Every Day Is Day One celebrates this common denominator. It is ASP and Samsung's shared belief that no matter how experienced you are, there’s always a new challenge to take on.”

Participating athletes in the film include Kelly Slater, Stephanie Gilmore, Gabriel Medina, Johanne Defay and Mitch Crews.

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