One point for consumerism. Yes, it’s a commercial, but hot damn Rip Curl was holding. Here we have some straight-up A+ footage, lookbooks and collections and trade shows begone. See Owen Wright at 1:43. See Gabriel Medina at 2:50. See most everything in between. We’re fans. With that crazy microsite and a campaign tag line we can get behind, Rip Curl is bringing it. You win, the man. SURFER approved.