Greetings, Shredderz! Today we’ve got an ad that originally appeared in the September 1989 issue of Surfer Magazine (Vol 30, No 9). We’ve featured Herbie Fletcher and his projects more than a few times here (and let’s not forget his wife Dibi, who I believe is instrumental in running Astrodeck.) Fletcher has always been one of the more creative characters in surfing, whether it’s his distinctive squared off nose riders or his eye-catching ads for Astrodeck.
Speaking of the latter, what you see above is a very cool Astrodeck ad that’s also a bit of a departure from the brand’s usual style. When I think of Astrodeck ads from the Eighties I think of Fletcher’s deep ties to the North Shore and a ridiculous roster of team riders. I suppose the ad above shouldn’t be too surprising, though, as it may speak to Fletcher’s well-known connections to the world of fine art. You can see Herbie himself, piloting a futuristic jet ski on the far right side of the ad. I also spy Pottz at the top left, who I believe is flanked by Michael and Derek Ho.
I personally love the ad. The futuristic / retro space drive through burger joint theme is indisputably original, regardless of how you feel about the rest of the ad. The Astrodeck ad above is very reminiscent of the super detailed drawings from …Lost Surfboards ads in the Nineties. …Lost’s Matt Biolos got his start working for Herbie Fletcher in San Clemente before striking out on his own, so maybe he picked up a couple of pointers on art direction during his time helping Herbie build boards. I believe the signature at the bottom right says “Gonzalez”, but I don’t know who the artist is. If you have ideas, I’d love to hear them.
Thanks for reading and we’ll be back in exactly one week with another vintage surf ad for your perusing pleasure!