So during the fourth quarter in Game 6 of the NBA Finals last night -- right around the time Dallas was dropping the Heat off in Frown Town -- you may have noticed the Nike commercial that wasn't about basketball. Or running. Or soccer. Or golf. It was about...us. The ad, part of Nike's "Chosen" campaign, officially tattoos a Swoosh on surfing's forehead and stakes the brand's claim as a legit entity in our world. They've got Julian. They've got Brother. Nike has arrived at the beach, with all the subtlety of a bull in a china shop.

And so then today, if you're a fan of all things Vice, you may have visited VBS.tv and seen the first episode of a new series called Noticed -- also tied to Nike, specifically their online video contest that asks surfers to "Show us your crew."

One crew's video will get "Chosen" (it goes with the ad campaign) for demonstrating creativity and progression, and that crew will go on to riches and fame. Or something. The new series on VBS.tv, Noticed, will be highlighting crews on a weekly basis until the contest ends July 27th at the US Open.

Now, asking amateurs for self-produced surf videos is...a gamble. At best. To be blunt, most of it's going to suck because surfing well is hard, and filming is hard, and editing is hard, and real people have jobs and stuff. But check out the first episode of Noticed.

It showcases a surf crew from San Clemente that may not be destined for the ASP (the show's host at one point says, "As you can see, you don't have to be a crazy ripper -- but you do have to be creative"), but their video has a concept and they seem to have a good time. One guy gets a bad haircut. Someone wears a G-string. They surf. There's ping pong. Life's not bad.

With 10 gees per person and a surf trip up for grabs, no doubt the Chosen contest will lure big fish and heavy hitters over the next eight weeks. There's already some flair and known faces in the 40-odd surf crew videos posted to the contest Facebook page. But Nike seems to be making a statement with this first Noticed episode: originality trumps professionalism. Creative beats flawless. And that means anyone could win.