SPOILER ALERT: For those of you who like to watch a video and have their own impression of things, please stop reading right here and watch the video, then check back in with me.

Are we good now? Okay, as I was saying: If you knew me, you’d know I was a bit worried that this pretty little sheep was not really enjoying itself while shooting this vid, hanging ten and all that. But. I was charmed.

I have to hand it to this company—Finisterre—for the way they’ve cleverly wrapped this video up, sweetly championing a brand you’ve likely never even heard of. Fine example of social media at its best. You don’t even surf, so you never would have found them via a Google search (why would you search surf-wear? okay maybe via merino wool, but nah, it’s not on Google’s first page). So now you’ve heard about them: Finisterre. UK. How about some waxed cotton skivvies?