O'Neill launched a global advertising campaign this month focusing on the “unreasonable” behavior of surfers and the conditions they have to face. It refers to the Californian board sports brand's perpetual drive for innovation, starting in 1952 with the group's emblematic founder, Jack O'Neill. The company boasts that O'Neill is behind inventions from wetsuits to board leashes. The campaign started with the O'Neill Manifesto film, featuring a sound track by Awolnation, a popular American electro music band. The film will be followed by several videos with O'Neill surfers and snowboarders, and the campaign will culminate later this year with the Unreasonable film festival.

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