ROXY - "Welcome to the New Cute" (2021) (France)

Winning a world title is cute. Wiping out on a 30-foot barrel is cute. ROXY’s “Welcome To The New Cute” campaign takes long-held perceptions of cute, and blows them wide open.
2x Longboard World Champion Kelia Moniz narrates a campaign from ROXY, expanding what it means to be cute.

As surfing becomes an Olympic sport for the first time in history, women’s surf & snow brand ROXY is reimagining a word that has previously placed female athletes in a box. CUTE.

The new campaign titled “Welcome To The New Cute,” encompassing nine brand films and print headlines, takes long-held perceptions of “cute”... and blows them wide open.

Narrated by 2x Longboard World Champion Kelia Moniz, a longform film begins with footage of female, ROXY board athletes being the traditional kind of “cute” – sweet, smiley and girly – and quickly juxtaposes it.

A snowboarder drops hundreds of feet down the face of a snowy mountain; a surfer rides a wave weighing 400 tons. “This is cute, too,” says Kelia in the voiceover.

Winning a world title – cute. Wiping out on a 30-foot barrel – cute. Losing a tooth for the sport – cuteeee!

With appearances from the likes of 4x Surfing World Champion Lisa Andersen and Olympic Gold Medalists Chloe Kim and Torah Bright, the VO guides viewers through jaw-dropping clip after jaw-dropping clip, expanding what it means to be cute, and presenting the “new cute.” A fresh, badass, “upside down” interpretation of the term.

But badassery aside, sweetness is still A-OK. As Kelia narrates, “Cute is more than one thing, because we are more than one thing.”

“We were so happy to have Kelia as the voice of the campaign. She’s an incredible athlete and the absolute perfect representation for the new brand platform.” says Creative Director, Chelsea Steiger.

Client: Roxy

Global Marketing Director: Danielle Mckenzie

Global Consumer Activations Director: Shauna Freese

Marketing Coordinator: Clement Decaux

Agency: FRED & FARID Los Angeles

Creative Director: Chelsea Steiger

Writer: Hilary Smith

Art Director: Laura Beck

Art Director: Jocelyn Lam

Art Director: Bridget Callahan

Business Director: Nathan Smith

Account Supervisor: Mariam Salcido

Executive Producer: Amanda Van Caneghem

Producer: Andy Caramanzana

Production: Ways & Means

Executive Producers: Lana Kim, Jett Steiger

Post-Producer: Tamara Treu

Editor: Emilie Aubry

Composer: Ali Helnwein


ROXY, first and only exclusively-female global action sports brand, specializes in the development and design of trend-leading, technically innovative lifestyle and performance wear inspired by the Mountain & the Wave. By creating first-of-its-kind products designed for surfing, winter sports, fitness and yoga & cultivating a breed of female pioneers who changed the course of sport, ROXY has empowered all women to challenge the status quo in every arena of their lives.

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