Ice Ice baby

Ironically, after a weekend surfing ice-cold British waves, I can't seem to stop thinking about Global Warming. The water was freezing, but not as chilly as it must've been for the Deepwater films crew when they took some tow-surfers and a camera crew to Alaska to ride swell generated by crumbling glaciers. As a surfer the water seems to feel colder each season, not warmer. And as a copywriter it's irresistible not to compare such an issue to a marketing ploy, because, to me, writer Seth Godin's comment that Global Warming's been poorly branded couldn't ring any truer. Godin suggests that had it been pitched as 'Polar Meltdown' or 'Arctic Armageddon', people would've considered changing their filthy polluting ways long ago. Global warming sounds nice. Comfortable even. Not a serious warning on a grave issue. Deepwater had their fun at the edge of the thawing process, but the truth is there'll be less waves to surf as our favorite coral reefs are flooded and the swells surge further inland. Brrr. That ice is certainly making the water chillier though. Maybe it's just a symptom of the times?