The snowboarding market is oversaturated with competing brands that over-utilize advertising and fashion. Snowboarders perceive these tactics as disingenuous. In this ad, Quiksilver differentiates itself as less fickle, less trendy, and less fake, to appeal to the real, hard-core boarder, who lives the true lifestyle of what Quiksilver stands for. The older, target audience is not tweens chasing a fad, but educated, experienced, genuine athletes who crave extreme action, thrills, and adrenaline, but they also carry this lifestyle off their board. They’re free-thinkers who love how freeing their sport is. An outlet to escape from problems in their life, as well as an important way to connect with the earth they’re riding.

Based on the required copy, this is a more serious-feeling advertisement because, at the target’s age, they are coming to terms with who they truly are and deciding their future path through life. So this ad is a pensive one, one that connects with the target on a deeper level, proving to them that Quiksilver is the most authentic brand among their many competitors. This translates into the belief that Quiksilver is the best, the king, the quintessential brand they should embrace.