Insight
Rubik’s wanted to evolve its brand perception and expand its appeal to a more diverse and adventurous audience.
Extreme sports enthusiasts are often seen as bold, energetic and driven by a passion for pushing limits—traits that Rubik’s Cube aimed to associate with its brand.
Idea
Align Rubik’s Cube with the extreme sports community by showcasing it as a product that complements an adventurous and high-energy lifestyle.
This positions the Rubik’s Cube as more than just a puzzle—it becomes a symbol of focus, skill and dynamic energy.
Execution
The advert features people solving a Rubik’s Cube while engaging in exciting activities like skateboarding, rollerskating, skydiving, diving, kitesurfing, breakdancing and wake surfing.
These visuals highlight the cube as part of an active, adventurous lifestyle. High-energy editing and a bold soundtrack create a fast-paced, thrilling atmosphere, reinforcing the connection between Rubik’s Cube and the daring spirit of extreme sports.