Surf Life Saving Australia targets young, male swimmers in TV ad

Tim Burrowes

December 3, 2009 9:57

Surf Life Saving Australia has launched a national summer campaign to warn swimmers of the dangers of rips, in the first creative work to come from its recently appointed advertising agency, Banjo.

Primarily targeted at young, male swimmers, the aim of the TV ad is to give one simple survival tip: “To escape a rip, swim parallel to the beach.”

The ad shows two young men each holding a sign with a large arrow drawn on them, both pointing in the opposite direction. The words “To escape a rip…” is written on one and “swim parallel to the beach” is written on the other.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.