As the fresh climb­ing com­pa­ny So iLL’s new com­mer­cial shows, the brand goes beyond the expect­ed. Nowhere do we see Chris Sharma’s mus­cu­lar back in a dynamo leap for a jug. Nor do we see gym rats mon­key­ing up an invert­ed over­hang­ing route.

This com­mer­cial fea­tures an ultra-styl­ized, super­bow­lesque nar­ra­tive of a guard in a booth com­ing up with an inven­tive solu­tion to halt park­ing lot poachers.

From the video, we get a sense of their cre­ative holds, like the tiny-bub­bled slop­er they call the Big-Roid. We see the ultra-bomber ure­thane is tough enough to get run over by a limo, but even more than a prod­uct spot, or a typ­i­cal climb­ing ad, we get an inside look into the cre­ative mind­set of this unique brand.

It’s hard to imag­ine anoth­er climb­ing com­pa­ny that’s got the cre­ative cojones to run an ad that doesn’t even show a climber, but then again, So iLL isn’t like any oth­er brand.

The unex­pect­ed is what we now expect from them.