Luxury fashion accessories magnate Chanel has a new ad campaign built around Gisele Bündchen threading a tropical tube and…actually, just forget it. Words fail. Watch the video above. The part you’re interested in starts at the :20 second mark and runs to about 1:15. That barrelface, it rivals John John in terms of pure, blank-expression calmness. It’s mesmerizing.

This is by no means Chanel’s first foray into the surfboard biz, by the way. Gisele’s racy swallowtail is just the latest addition to the Chanel quiver. Have a look below.

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Chanel has also recently gotten into the black-railed trend that so many young surfers are sporting these days. Photo: Chanel

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Ever been to Biarritz? This is pretty much the place in a nutshell. Photo: Chanel

Neon-leash trend on point. Photo: Chanel

Neon-leash trend on point. Photo: Chanel