This Spiritual Surf Film Is From a Company Aspiring to Be the 'World's First Great African Brand'
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South African surf brand Mami Wata has debuted a gorgeous film that’s unlike much of the work usually seen around the sport, delivering advertising’s freshest angle on the subject since Guinness’ classic “Surfer” spot. (Outside of, perhaps, this idea.)
The film, “Woza,” tells the story of a young South African surfer taken by the power of the waves. As the noise and chaos of city life cloud his mind — racecars drifting across dusty streets, people dancing in clubs and kids giving shade — he finds peace in the water, while he’s riding a wave or biding time until the next swell comes along.
The film doesn’t interject the typical surf porn of fearsome, powerful waves. It’s almost like those take a back burner to the spiritual tale. The surfer wonders why he’s fallen under the ocean’s spell, and a woman’s voice-over responds, recounting an African legend about the waters’ spiritual powers and how they can change you “in strange ways.”
