ROXY redefines cute

This new campaign from Fred & Farid Los Angeles takes long-held perceptions of the word 'cute' and attempts to change our relationship with them.

Narrated by two-time longboard world champion, Kelia Moniz, the commercial begins with footage of ROXY board athletes being the traditional kind of 'cute' before quickly switching it up as we see a snowboarder drop hundreds of feet down the face of a snowy mountain, and a surfer riding a wave weighing 400 tons. 

“This is cute, too,” says Moniz in the voiceover. Cute, says the campaign, is "going for it" and being ok if you fall. Winning a world title. Wiping out on a 30-foot barrel. Losing a tooth for the sport. All of these things are, say Moniz, cute.

With appearances from the likes of four-time surfing world champion, Lisa Andersen, and Olympic gold medalists, Chloe Kim and Torah Bright, Moniz guides viewers through some jaw-dropping sporting clips in an attempt to expand what it means to be cute: “Cute is more than one thing, because we are more than one thing,” concludes Moniz. 

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