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To distill the unpredictability and drama of competitive surfing, the World Surf League has launched its first global campaign, "You Can't Script This," anchored by "Chaos Theory," a 90-second spot from ad agency Mistress.
The mix of stock, custom and athlete footage includes surging seas, shifting sands and surfboard shaping—along with moody shots of billowing drapes, flickering video screens and a tornado funnel—accompanied by a breathless voiceover: "Isn't it something that a single breath has the power to spawn an entire storm a thousand miles away? We cannot predict it.
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