• by Danielle Oster , April 15, 2025

Tennis star Coca Gauff gets her own personal “Smoothie Boy” in a new Naked campaign.

Created in collaboration with Naked agency of record Fig, the campaign casts comedian aAndrew Rousso in its titular role: “Smoothie Boy” Cliff Schutt. The brand introduces the concept in a 30-second ad alluding to Naked designating Gauff as its “Chief Smoothie Officer” last June.

The role comes with some unusual perks. “I didn’t know that the position came with a…smoothie boy?” Gauff says in the spot, as Rousso sprints in to hand off a Naked Smoothie, imitating the dress and actions of a “ball boy” in tennis.

At the conclusion, Gauff explains with a smile that while the perk took some time to get used to, it has since “really grown on me.” Then there’s the tagline “Drink your snack,”  an apparent evolution of the brand’s prior “The drink you can food” line from last year’s portmanteau-powered “Thungry” campaign, which evolved out of Fig’s pitch-winning concept that led to its selection as Naked’s new agency of record early last year.

“Smoothe Boy” launched on April 10 and is running across CTV, TikTok, Instagram, and YouTube through Aug. 17. Working with Rousso may help the brand reach a younger audience on those social channels, as the content creator has amassed an audience of over four million followers across the three platforms.

The campaign also includes a series of digital video shorts, including one explaining the origins of “Smoothie Boy” as a former tennis ball boy whose career was cut short by injuries, and one documenting his passion for the job. Rousso is also cross-posting the videos to his own personal channels, including to his 2.9 million TikTok followers.

The campaign is targeted to Naked’s next generation of customers, aiming to speak “directly to Gen Z’s craving for convenient, functional snacks,” while counting on Rousso’s reach to amplify its message with Gen Z consumers.

The campaign arrives as Gauff, currently ranked fourth in the world by the Women’s Tennis Association, begins her clay court season at the 2025 Porsche Grand Prix in Stuttgart, Germany, which runs through April 21.