It's controversial to the purists, but for a long time commercial businesses have used surfing to promote products and brands. Guinness, Chanel, Corona, Jagermeister, H&M and now Samsung have joined the party. Surfing whether we like it or not - is big business.

Samsung is stepping deeper in to the surf world and their latest advert caught our eye. In partnership with the World Surf League they have tried to portray surfing as a community – intrinsically co-dependent, and tied together for better and for worse.

The idea that 'We are greater than I' is interesting simply because surfing can be a very selfish pursuit, but one thing is for sure - there are many people to thank for being able to surf for yourself, and maintaining that respect is important for you, them, and us.