Waves recently stumbled across blogs on the Surfer and Surfing webpages that both condemned and commended the humour behind Rusty’s most recent advertisement. If you haven’t seen it, it features Josh Kerr doing an air reverse and decapitating a stand-up paddle boarder in the process. Hilarious. But not all Seppos thought so. Some commenters went as far as to threaten black-banning Rusty clothing (“I will not be buying any Rusty merchandise of any kind ever again,” said one commenter on Surfer), while some said more complementary things like “I just may go out and buy a Rusty t-shirt today.” We contacted Rusty’s Australian and NZ Marketing Manager Damon Hayes for their official stance. “It’s hilarious. It’s meant in good humour, but not everyone has taken it that way.” It turns out, the advertisement in question is the sequel to a previously run ad in which a SUP causes havoc in the lineup (note, more often that not this is also a reality). The SUP gets arrested after killing a dolphin and destroying a lineup. In the second (the ad at the center of controversy), the SUP escapes, makes an attempt to ruin another lineup, so Kerrsy cuts his head off with an air-reverse. See, fuckin hilarious. Why so many Americans are concerned with a harmless cartoon ad, but not the millions of firearms they own remains a mystery. Something appears to be backwards though. So how will the ads be portrayed in Australia when it appears in the next issue of Waves? “The younger Australian stand-up paddle boarders will probably laugh,” reckons Damon. “And the older ones? They probably won’t see it or care.” You can see the ads below.
Ad one – as seen in the current issue of Waves.