The imagery of surfing is everywhere. In Las Vegas casinos, posters of bronzed surfers tucking into turquoise tubes are as prevalent as those of diamond-bedecked women and fast cars. The message - that surfing offers a slice of paradise - is unambiguous. It has been enthusiastically co-opted by any number of mainstream brands, including Pepsi, which produced an advert in which David Beckham was cast as a surf dude, and American Express, which produced a series of commercials in which the Hawaiian big-wave surfing legend Laird Hamilton was as much a star as were the likes of Robert De Niro and Martin Scorsese.- Alex Wade, Times Online
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