| felsefe | 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. |