Do you roll your eyes when confronted with a clip of the next big thing?
Is watching a wee squirt decked out in surf co logos prance around the tropics not your idea of a good time? Would you rather surfing perhaps waited until its heroes at least had pubes before it used em to peddle bermudas and flip flops? Us too!

But, it so happens that in the extraordinary case of Eli Hanneman, we were wrong. So, so wrong.

Cast your (more than justified) cynicism aside, whizz up to 1min06 (past the semi-nauseating talking head bit) and prepare to have your mind well and truly blown…