Roger Federer and Elmo Star in On’s Playful Super Bowl Debut
On | Elmo and Roger Federer's letters of the day
On is making its grand Super Bowl debut with a charming, star-studded commercial featuring tennis legend Roger Federer and beloved Sesame Street icon Elmo. The spot, which aired during one of the most-watched sporting events in the world, playfully addresses a long-standing misconception about On’s logo—often misread as “QC.”
A Playful Take on Brand Recognition
The ad, which you can watch here, is lighthearted yet strategic. It brings together sport, nostalgia, and pop culture to reinforce brand identity in a fun and memorable way.
“As On continues to grow, we are always looking for new and inspiring ways to stand out as a sportswear brand,” said Alex Griffin, On’s Chief Marketing Officer. “This starts with our logo, which, while simple, is often amusingly misread as 'QC'—something we've long wanted to clear up in a fun and memorable way.”
Why Federer and Elmo?
On’s partnership with Federer has been a cornerstone of the brand’s rise in the sportswear space, with the Swiss champion actively involved in product development and marketing campaigns. Meanwhile, Elmo, a character synonymous with fun and education, adds an unexpected yet effective twist to the messaging.
“What better way to do this than during one of the biggest sporting events in the world, alongside our longtime partner Roger Federer and Sesame Street’s Elmo—a beloved icon we’ve also been working with on our next run campaign centered around softness,” Griffin added.
On’s Growing Influence in Sport and Fashion
Beyond Federer, On is cementing its presence in professional sport, with top athletes such as Iga Świątek, Ben Shelton, Flavio Cobolli, Joao Fonseca, Julia Stusek, Reda Bennani, Yeri Hong, and Henry Bernet representing the brand. In fashion, Zendaya’s multi-year partnership with On has propelled the brand into the mainstream, with the actress fronting major campaigns throughout 2024.
A Super Bowl Spot to Remember
The commercial was produced by Love Song and directed by Daniel Wolfe, with a creative team from Flower Shop NYC. It blends cinematic storytelling, humour, and celebrity power to make a lasting impression on millions of viewers.
With this bold move, On proves that performance and playfulness can go hand in hand—on the court, on the streets, and now, on the biggest advertising stage in the world.
