On is a Swiss sportswear company founded in 2010. In 2025, Elmo began appearing in a series of advertisements for the company as part of their new "Soft Wins" campaign.
Elmo and Roger Federer appeared in a 30-second commercial that aired during Super Bowl LIX. Elmo is confused by On's stylization of the letters "O" and "N," telling Federer they're a "Q" and "C." Federer explains that's not the case, but Elmo remarks, "Elmo loves you Mr. Roger Federer, even if you don't know your alphabet yet."
Days later, another 30-second spot was released, which features Elmo encouraging a group of runners not to be so hard on themselves. It was directed by Daniel Wolfe.[1] Elmo also appeared on The Rich Roll Podcast as part of the collaboration.
Ads[]
On Elmo ad Super Bowl teaser
Super Bowl teaser
On Elmo ad Roger Federer Super Bowl
"Elmo and Roger Federer's letters of the day"
On Elmo ad runners
"Soft Wins with Elmo"
On Elmo ad PSA
"A PSA from Elmo"
Gallery[]
Sources[]
- ↑ The Drum "Sesame Street’s softest star leads On’s new running campaign," February 14, 2025