A Real Deal Roady / by craig levers

Back in the early 2000's, when I was the Editorial Director for the surf mag, it was really obvious the mag needed to get back to the roots of surfing. Reflect what Kiwi surfers do in their time off, what they daydream about doing. No prizes for guessing; it was, it still is and will always be road tripping, going on surf adventures with your mates.
I created the Primo Roady regular feature, we got Primo Milk on board as the naming sponsor.  Well, the bloody thing took off, readers loved it, it became a corner stone feature of every issue. The idea was always to keep it pretty loose, but at the very least be a genuine Roady. We'd get letters and emails with readers' own Primo Roadys. I'd have readers come up asking if we were on the Primo Roady. We had made a hit. 

The real deal, and one of my all time favourite Primo Road Trips with Skip James, Ben Young, Eli Smith, Glen and Phil Sheaf. We went trippin' round the East Cape, shot real guns, blasted punk rock and scored great waves in random places. Circa 2006 ish

The real deal, and one of my all time favourite Primo Road Trips with Skip James, Ben Young, Eli Smith, Glen and Phil Sheaf. We went trippin' round the East Cape, shot real guns, blasted punk rock and scored great waves in random places. Circa 2006 ish

The relationship with Primo lasted nearly a decade, that's a staggeringly long champaign in the fickle world of marketing. Somewhere along the way the feature got corrupted and barely paid lip service to the concept of a real deal roady, brands put the pressure on for their team riders to be on board. Highly orchestrated team photoshoots were presented as Roadys. I loathe it, each has their place, but I don't think there's a need to dress one as the other. The readers know, they aren't stupid. 

This Saturday one of my best mates gets married, Luke Darby and I have been mates since 1993. We actually met through working for the surf mag, he was our graphic designer. Oh don't worry, I've warned poor Jane, but she's determined to make the mistake anyway. I'm going to be a groomsman, I'm deeply honoured, actually even typing that out I'm grinning with happiness for the couple. 

The three stooges, the NZ Surf Mag Team 1993; L to R Luke Darby, Editor Chris Berge and some dodgey hair farmer down the back...me

The three stooges, the NZ Surf Mag Team 1993; L to R Luke Darby, Editor Chris Berge and some dodgey hair farmer down the back...me

What did Luke want for his Stag weekend? Get f@cked up and dragged through Auckland's seedier strip bars wearing a kids superman costume ...YESSSSS!!!! 

No. We are all over that crap. Been there, done that , and it was great at the time. We are wiser now [yep older ], Luke just wanted to go on a Primo Roady with his groomsmen. Get good waves, enjoy camp vibes; surf, eat, surf, drink, eat, sleep repeat... so that's what we did. 

Tomas Oki, Matt Sheales, Luke and some dodgey ex hair farmer... posing for the ironic

Tomas Oki, Matt Sheales, Luke and some dodgey ex hair farmer... posing for the ironic

Day One; four hours of this, 3 foot glassy lefts, gracious locals and mellow vibes.. 8 of us out sharing sets. Thank you guys!

Day One; four hours of this, 3 foot glassy lefts, gracious locals and mellow vibes.. 8 of us out sharing sets. Thank you guys!

The nightlife! Shit got crazy, drugs, strippers..running from the bouncers..oh wait... bed by 11 more like

The nightlife! Shit got crazy, drugs, strippers..running from the bouncers..oh wait... bed by 11 more like

The camp set up under the Milky Way

The camp set up under the Milky Way

Luke at the helm, Day two

Luke at the helm, Day two

Best public highway in NZ

Best public highway in NZ

Bluffing it

Bluffing it

Best $2.00 ever spent

Best $2.00 ever spent

Day Two's venue, another four hours of uncrowded fun

Day Two's venue, another four hours of uncrowded fun

All to ourselves

All to ourselves

We got hailed down by a retired couple in a big motorhome. My first thought was we were going to help them change a tire, do the good samavrtain thing- no worries- happy to help. I was wrong, they had just caught 10 5kg+ Snappers, did we want a couple? Are you kidding me! Wow, can this roady get any better?  Kiwi hospitality

We got hailed down by a retired couple in a big motorhome. My first thought was we were going to help them change a tire, do the good samavrtain thing- no worries- happy to help. I was wrong, they had just caught 10 5kg+ Snappers, did we want a couple? Are you kidding me! Wow, can this roady get any better?  Kiwi hospitality

Food comma, stag do participants in bed by 10.15pm on the saturday night

Food comma, stag do participants in bed by 10.15pm on the saturday night

Day Three's venue... the roady just got better

Day Three's venue... the roady just got better

Another few hours of uncrowded riding before hitting the road back to reality

Another few hours of uncrowded riding before hitting the road back to reality

On The Telly

Go on, admit it, you watch 800 Words on Tv One. The loosely Piha based TV hit airs both here and in Aussie. Last night's episode [season 2, ep 9] featured this little scene, and yep that would be a CP print. The conversation kind of went like this 'Hey we're shooting on location and we love your print on the wall, are you ok with it being in shot?" - 'Farrrk yes I AM! Go for it that would be cool as! '

Go on, admit it, you watch 800 Words on Tv One. The loosely Piha based TV hit airs both here and in Aussie. Last night's episode [season 2, ep 9] featured this little scene, and yep that would be a CP print. The conversation kind of went like this 'Hey we're shooting on location and we love your print on the wall, are you ok with it being in shot?" - 'Farrrk yes I AM! Go for it that would be cool as! '

Just click on the image if you want to see more detail...and of course- purchasing options

Just click on the image if you want to see more detail...and of course- purchasing options