i found my wave
sweden's air france have a penchant for eliciting a swell of emotion with very few words. although that emotion is usually joy, it is only natural that the greatest joys are most appreciated for the often-difficult journey that leads us to them. the video for "no excuses", directed by marcus soderlund, is a metaphor for this journey, for anything that is truly worth the effort to attain it. it is a metaphor for life. the surfer--alone, cold, and missing wave after wave--perseveres, getting back up after each and every failure. he jumps on each wave with courage, with purpose, with hope. and finally--finally, he finds the one that makes everything better and makes nothing else matter. the wave is perfect, the ride is smooth, and the sun comes out.
air france : "no excuses"
from the ep no way down (sincerely yours, 2008)