A couple of months ago Kram, the hairy ex-drummer of Australian band Spiderbait, recorded the  classic Ramones song Blitzkreig Bop for Quiksilver's latest marketing campaign. The song was first released 33 years ago.

Billabong are currently doing the rounds with their latest cinematic excursion, Still Filthy. A movie clearly referential in name, concept and style as their 1988 film Filthy Habits.

Another film released in 1988 was Rubber Soul by Rip Curl. They have just released Rubber Soul II.

This all seems pretty inoffensive...and I guess it is. But I do wonder about the state of affairs when marketing departments of surf companies are rehashing old music, old ideas and old concepts for their current campaigns.

There was a time when the surf industry – led by Quiksilver, Billabong and Rip Curl – launched new trends and created new images.

So I've gotta ask myself: where is all the new stuff now?

And I recall an old saying: when you tread in other peoples footsteps you leave none of your own. It may be their own old footsteps that the companies are treading in but it means they are not making new ground. At least from a creative viewpoint.

No doubt Still Filthy will feature incredible surfing but it will always be a creative clone of Filthy Habits. A cover band of the original – just as quickly forgotten.

So what to make of this dearth of creativity?

Perhaps there is no-one to blame for the collective lack of originality. After all, there's only so many colours in the palette, there's only so many chords on the guitar, the well is running dry so pop will have to eat itself.