...Lost Their Minds
About 20 years ago, Gotcha ran an ad campaign, called "If you Don't surf, Don't start."
The premise behind these popular ads was to present an undesirable image and counter that to the cool surfer lifestyle. You had the middle-aged geek, the chubby white tough guy, and the plaid cowboy. It was a truth and a contradiction at the same time. At the height of the neon nightmare, the surf industry was starting to come into its own. As much as the tag line inferred that "surfers are cool and ...
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