West Drayton, October 2018. General Tire have teamed up with big-wave surfer Andrew Cotton on ‘Wavemaker’ – a new video campaign that documents Andrews return to surfing after breaking his back – as part of their aim to show UK motorists that ‘Anywhere is Possible’.
Working with Micheldever, the exclusive UK distributor of General Tire, the brand is bringing its spirit of adventure to UK consumers with Andrew’s remarkable story.
After wiping out on a huge wave in Nazaré, Portugal in November last year, Andrew was left with a broken back and his return to surfing was far from certain.
The video follows Andrew through his rehabilitation right up to his first steps back in the surf at home in Devon. With the tagline ‘Anywhere Is Possible’, the videos echo General Tire’s ethos of maximum performance, reliability and living life to the full.
Having recently returned to Nazaré, General Tire will conclude the series with photography and videos showing Andrew taking on the waves that threatened his life just five months ago.