Reef is a surfer brand. Clothes and such.
Except they have all these contests over the world sponsoring best ass contests.
(Stop here if you've already read about this thing cause I know I'm not the first to post about them.)
Anyway, teams of ladies dressed in g-strings enter and parade around for their fans and judges. Winner in the one, well who cares who wins. They're all winners in my book.
Here's a few photos and a video of the contestants from Argentina late last year.