There's more to be learnt from advertising than just the latest fashions.

Entwined in those slick images of persuasion are our dreams and ideals: the way we like to picture ourselves, the girl we picture ourselves with, and, when it comes to surf advertising, the wave we picture ourselves riding.

When was the last time you saw the thin-lipped, beginner runs of Bells Beach used in an ad? If you're under thirty chances are you never have, for it's been that long since it was considered the dream wave.

Since Laird cracked the nut, the backless and below sea level madness of Teahupoo has been our dream wave. Even if you've never surfed it or never intend to it's the possibility that you could. Even just to wonder what it might be like, to close your eyes and imagine the view the surfers are seeing and the emotions they are feeling, that gives these ads so much power.

And that power transfers into influence. The ad men know this, just look at how often Teahupoo has appeared in surf ads in the last decade (note: these were taken from one small pile of magazines, a comprehensive list would keep you at your desk till tomorrow).