Swimming with Polar Bears
Investec's "Ordinary won't change the world" campaign features an advert with British explorer and long distance swimmer, Lewis Pugh, walking next to polar bears and cycling in a room made of ice.
It's a striking and effective ad, and has the added bonus of serving two purposes.
It's good publicity for Investec, and it's also good publicity for Pugh, considering his personal campaign is to raise awareness of climate changes and the impact of carbon emissions on the environment.
Born in Cape Town, ex-maritime lawyer, Pugh has earned the nickname, the Human Polar Bear, through his ability to withstand extreme cold conditions and raise his core body temperature before undertaking his icy swims.
Pugh is able to superheat his body via a process known as anticipatory thermogenesis.
His core body temperature goes up by 1.
4 degrees Celsius, his pulse rate increases from 70 beats per minute to 160, and he begins to sweat profusely.
A mind coach and aggressive rap music (Eminem is a favourite) helps him to prepare mentally for his record breaking swims.
The last of which took place on the 15th July 2007 at the North Pole, where water temperatures are around -2 degrees Celsius.
Each of his swims aims to bring a particular issue of climate change to the attention of the public.
The North Pole swim would not have been possible 5-10 years ago because the area was completely iced up.
Now that the devastating effect of global carbon emissions has caused temperatures to rise, the North Pole is melting, and many animals, such as polar bears, are losing their habitats.
Extreme swimming is Pugh's way of drawing attention to the fragility and vulnerability of the environment.
He wants everyone to realise that he or she can make a difference and that no step is too small in the battle for environmental preservation and conservation.
He says that everyone can push boundaries, and that part of what he does is to help people realise that there are few things in this world that are truly impossible.
All you need is a little mind over matter.
Not all of us need to gain an extra 20 kilograms of body fat, put on a pair of Speedos and dive into the nearest tub of ice to prove that mankind is destroying the world.
When it comes to reducing our carbon footprints we can simply recycle our Sunday papers and milk cartons, or carpool, and leave the extreme stuff to those who are crazy enough to do it.
Funnily enough, one of the questions that Pugh is asked the most has nothing to do with the state of his mind.
People would rather know why he swims in tight little Speedos; universally acknowledged to be the most unflattering item in swim wear fashion (especially when swimming in the cold).
The reason is simple, and has nothing to do with ego.
He swims according to the rules set out by the Channel Swimming Association, which stipulate that swimmers may only wear a Speedo, cap and goggles, no shorts, wetsuits, snorkels or flippers allowed Recommended sites: http://www.
passablynews.
com/2007/05/29/human-polar-bear-to-swim-at-geographic-pole/ http://www.
greendiary.
com/entry/human-polar-bear-lewis-gordon-pugh-swims-to-north-pole-creates-public-awareness-on-climate-change/ http://www.
dailymail.
co.
uk/pages/live/articles/live/live.
html?in_article_id=468256&in_page_id=1811&ito=1490 [http://www.
lewispugh.
com/index.
html]
It's a striking and effective ad, and has the added bonus of serving two purposes.
It's good publicity for Investec, and it's also good publicity for Pugh, considering his personal campaign is to raise awareness of climate changes and the impact of carbon emissions on the environment.
Born in Cape Town, ex-maritime lawyer, Pugh has earned the nickname, the Human Polar Bear, through his ability to withstand extreme cold conditions and raise his core body temperature before undertaking his icy swims.
Pugh is able to superheat his body via a process known as anticipatory thermogenesis.
His core body temperature goes up by 1.
4 degrees Celsius, his pulse rate increases from 70 beats per minute to 160, and he begins to sweat profusely.
A mind coach and aggressive rap music (Eminem is a favourite) helps him to prepare mentally for his record breaking swims.
The last of which took place on the 15th July 2007 at the North Pole, where water temperatures are around -2 degrees Celsius.
Each of his swims aims to bring a particular issue of climate change to the attention of the public.
The North Pole swim would not have been possible 5-10 years ago because the area was completely iced up.
Now that the devastating effect of global carbon emissions has caused temperatures to rise, the North Pole is melting, and many animals, such as polar bears, are losing their habitats.
Extreme swimming is Pugh's way of drawing attention to the fragility and vulnerability of the environment.
He wants everyone to realise that he or she can make a difference and that no step is too small in the battle for environmental preservation and conservation.
He says that everyone can push boundaries, and that part of what he does is to help people realise that there are few things in this world that are truly impossible.
All you need is a little mind over matter.
Not all of us need to gain an extra 20 kilograms of body fat, put on a pair of Speedos and dive into the nearest tub of ice to prove that mankind is destroying the world.
When it comes to reducing our carbon footprints we can simply recycle our Sunday papers and milk cartons, or carpool, and leave the extreme stuff to those who are crazy enough to do it.
Funnily enough, one of the questions that Pugh is asked the most has nothing to do with the state of his mind.
People would rather know why he swims in tight little Speedos; universally acknowledged to be the most unflattering item in swim wear fashion (especially when swimming in the cold).
The reason is simple, and has nothing to do with ego.
He swims according to the rules set out by the Channel Swimming Association, which stipulate that swimmers may only wear a Speedo, cap and goggles, no shorts, wetsuits, snorkels or flippers allowed Recommended sites: http://www.
passablynews.
com/2007/05/29/human-polar-bear-to-swim-at-geographic-pole/ http://www.
greendiary.
com/entry/human-polar-bear-lewis-gordon-pugh-swims-to-north-pole-creates-public-awareness-on-climate-change/ http://www.
dailymail.
co.
uk/pages/live/articles/live/live.
html?in_article_id=468256&in_page_id=1811&ito=1490 [http://www.
lewispugh.
com/index.
html]
