West Coast brand O'Neill highlights youth in "Unreasonable" campaign

Last month, O’Neill the SoCal-based surf clothing brand launched a new campaign entitled “Unreasonable Expectations Since 1952.”

Founded in Santa Cruz, the brand has made a trademark on the West Coast. Willem Haitink, O’Neill’s chief executive officer, states, “Since inventing the first wetsuit for the creation for the first surf shop and board leash, to have a story and offer products to consumers and world-class athletes exceeds all expectations.” The brand was built on basing its vision around providing the finest product for the market.

The campaign features athletes and surf fashion, highlighting youthful people that wear the O’Neill brand. “Today’s young adults are not defined only as surfers, skiers or snowboarders...They want everything and want everything now, which is totally unreasonable, in the best sense of the word,” stated O’Neill’s chief marketing officer, Doug Perkul.

Starting in mid-February, the brand manifesto had launched in association with Awolnation presenting their “Run” track for O’Neill’s music video. The track from the upcoming album will be officially released on March 17, but they debuted the track as a special exception to work with the California surf legacy. “Not only the band has the right sound for our manifesto, as Aaron [front man of Awolnation] is also a surfer and understands our philosophy and way of life,” said Perkul.

The campaign continues with more videos presenting some of the best athletes of the O’Neill surf world.