"This is an ad that Craig did with Lance himself. I was teaching skateboarding at a Swedish summer camp, and I came home and I saw that ad and I laughed my ass off. I thought it was one of the funniest things ever. That's something that Stecyk just cooked up with Lance, and I thought it was brilliant. It's so simple, and so funny, so perfect. Ads work best when they're simple. It's a statement, at the same time it's absurd, at the same time it's kind of poignant and funny and silly. There's no complexity to it at all. Craig wrote all the copy. A lot of times it would be me making suggestions but Craig was the talent with the pen."