O’Neill launched its new global campaign together with Sid Lee; ” Unreasonable expectations since 1952.” A pumped up movie that – in the context of surf/snowboard gear – we’ve seen many times. Fortunately though this doesn’t mitigate the amount of coolness it communicates.

It’s especially nice that you get to hear one of founder Jack O’Neill’s first unreasonable expectations; selling his first wetsuits to more than “the 5 guys on the beach.” Look where’s he now…