Watching the Dukes of Hazzard finally pays off.
From the Youtube description:
RNLI lifeguards rescued a boy who had been dragged away from Crooklets Beach in Bude, Cornwall, in a very strong rip current while bodyboarding. He was heard screaming for help so lifeguard Joby Wolfenden-Brown paddled out on a rescue board and grabbed the boy, who was exhausted and clearly in a lot of distress. He was brought back to shore safely and reunited with his family.