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Wim Hof doesn't mind prancing through the Arctic cold in nothing but his shorts. For the rest of us, Columbia Sportswear suggests trying its battery-powered, electrically warmed line of Omni-Heat outerwear.
Still, Hof, the hypothermia-defying Dutch stuntman, also known as "The Iceman," stars in the brand's new campaign from Butler, Shine, Stern & Partners. The ad below opens on a meditating, cross-legged and mostly naked Hof sitting on a block of ice. As an overblown voiceover builds suspense, he jumps down and proceeds to run across the frozen surface of a glacial pool before jumping into the icy waters through a fishing hole.
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