Long before the days of Sprite’s involvement in skateboarding, Britvic had spotted the potential. The choice of imagery for this advert could not have been worse: all street cultures are hardly the same! Getting the fine detail of things like that has always been a problem for big agencies. It would have been a bold step for someone to decide to experiment with an advert in a magazine like R.a.D. so having to justify spending even more to produce a more relevant advert would have been almost impossible.

These days advertising agencies are much better at it than this and specific “skateboard” adverts could be included in the budget. There are even PR companies who pride themselves on dealing with this market. But even now many attempts stand out like a sore thumb to real skaters.