Only one is right: or this advertising has  anything to do with river descents in kayak ( rafting) as its target (How much are then, in Italy?) or  if targeted  to  generic even  adventurous people, it is debatable.  

The image of the youth that rows with a paddle in his bath surely  may remember the rafting (identity by similarity ). I do not think however that it is a sport that can be practised half-naked (opposition, and demonstration that the target public is not that of the rafting).   

In the first line at the foot of the page the preceding opposition becomes still reversed. The target is the public of kayak descents.  However, there is an error of identity by spatial contiguity: The rafting cannot be done half-naked, because the water is too cool and there is the risk to overturn and to go to beat on sharp rocks.  

Surely this advertising attracts the attention, but it is not persuasive.