Loco’s BDSM-inspired ad is set to Whip up a Storm

Loco’s BDSM-inspired ad is set to Whip up a Storm - As regular passersby will already know Loco aren't afraid to mix things up and flick two fingers at 'the establishment'. Subsequently it should come as no surprise that head honcho Joe wanted to differentiate Loco from the myriad of boring action/product-based press offerings with a provocative ad campaign that would stick in peoples minds or least get them talking.

Loco’s BDSM-inspired ad is set to Whip up a Storm - With the explosion of '50 Shades of Grey' and the subsequent shift of 'mild BDSM' into the mainstream spotlight Joe identified an opportunity to play with the concept, titillating people's imaginations and 'sexing up' the Loco product offering without  causing huge offense. 'Dominate The Line-Up' was born.

After discussions with some BDSM-literate friends, it was decided that Loco needed to portray a submissive guy rather than girl or the ad could backfire badly. Trying to find a male model who was happy being put on a leash was perhaps the most challenging aspect of the whole project! It was looking like graphic designer Mez's duties had just been extended to foot worship and breath control until upcoming fashion photographer Emily Cromarty managed to source us 'a willing sub' about 10mins before we intended to shoot the scene!

By comparison we literally had to beg our female model to give back her beautiful, leather dominatrix outfit supplied by the fantastic Jules at Lux Tenebrae. The phrase was something along the lines of  'can I not just keep it on and go out the neet'. No doubt she'd have provoked quite a stir around the taverns of South Shields!!

Anyway…here it is…. keep your eyes peeled for the inside back cover of SUP International Magazine.

Big thanks to Izzy, Erin, Drew and Ashley for their open-mindedness when posing for the camera. Props to Emily for some sterling work, at the very last minute on her day off! Thanks to Mez for his design input and all other contributors who helped pull things together. 

If you're looking to get 'dominate the line-up' this summer why not check out the 8'11'' (as pictured) that won last year's BSUPA National Paddle Surfing Championships. It also doubles up as a fantastic all round board for 90% of all ladies.

For the latest news, competitions, photos and video be sure to check out and 'like' the Loco Facebook Page 

#GetSectioned