Roger Federer Teaches Elmo to Spell On in Super Bowl Ad
The name of the Swiss running shoe brand On has long been the cause of debate. With its vertical logo, the 'O' and the 'N' can be hard to make out - especially if you've never heard the name spoken aloud. So to clear things up, On is taking to the biggest advertising stage of the year, the Super Bowl.
During the Big Game on February 9th, On will air a spot, created by New York-based indie agency Flower Shop and directed by Love Song's Daniel Wolfe, that will set the record straight. And who better to teach some ABCs - or rather, some Os and Ns - than Sesame Street's own alphabet ace, Elmo? The beloved puppet is also joined in the ad by legendary tennis player and On brand partner, Roger Federer.
Sat on a concrete staircase, Roger Federer is asked by Elmo, who is sat in an adorable, built-to-size umpire's chair, why his shoes have a 'Q' and a 'C' on them. Of course, Roger is quick to correct him, but Elmo is not convinced.
The 20-time Grand Slam winner's bewilderment is almost as amusing as Elmo's sassy confidence, on full display as he stares down the lens while questioning Roger's literacy. But it's OK - Elmo graciously says he still loves his new friend regardless.
The film was colour graded by Electric Theatre Collective's Jason Wallis and sound designed by Wave Studios' Jonny Platt.
"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. What better way to do this than during one of the most-watched sporting events in the world, alongside our long-time partner Roger Federer and Sesame Street’s Elmo?"
And if you can't get enough of this unexpected crossover, you're in luck. Alex revealed that the brand's next run campaign after the Super Bowl will be centred around softness, and will also feature Elmo.
