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Swiss sportswear brand On just made its Super Bowl debut with a playful commercial featuring an unexpected duo: tennis legend Roger Federer and Sesame Street’s Elmo.
Developed with New York-based indie agency Flower Shop, the campaign clears up a common misconception about the brand’s name.
For years, On’s logo has sparked debate, with its vertical design leading some to mistake the letters "O" and "N" for a "Q" and a "C."
To settle the confusion, the sports giant is using one of the biggest advertising platforms of the year — and the help of one of the world’s most famous alphabet experts.
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In a statement, On CMO Alex Griffin shared how the campaign aligns with the company's efforts to find "new and inspiring ways to stand out as a sportswear brand:"
"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 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 Big Game campaign cleverly reinforces its brand identity, turning a common misinterpretation into a memorable and engaging narrative.
Gabriel Shaoolian, CEO and founder of award-winning full-service web design agency Digital Silk, believes great branding isn’t just about visibility — it’s about owning the conversation.
“One takes what could be a small, overlooked detail and turns it into a defining moment for the brand, using humor and cultural relevance to make it stick. That’s how you turn brand quirks into brand strengths.”
By using humor, celebrity appeal, and a beloved character, the sports brand strengthens its connection with fans of the Super Bowl while strengthening its name recognition.
Michael Melen, co-founder at SmartSites believes On’s Super Bowl ad is a masterclass in using humor and celebrity power to make a lasting impression.
"When your brand name needs clarity, why not call in Roger Federer and Elmo? By turning a potential branding challenge into an entertaining, memorable moment, On strengthens its presence in a crowded market."
By tapping into pop culture and leveraging the high-profile event, On effectively amplifies its presence, making a lasting impression on a broader audience.
Don't Doubt Elmo's Alphabet!
Directed by Daniel Wolfe of production company Love Song, the spot opens with Federer sitting on a concrete staircase with Elmo, as the two have a lighthearted exchange.
Perched on a pint-sized umpire chair, Elmo questions why the tennis star's shoes have the letters “Q” and “C” on them.
Federer corrects him, but Elmo remains skeptical.
"Well, you know, Elmo knows his alphabet, and that's definitely a 'Q' and a 'C,'" the beloved character reiterates.
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His wide-eyed confidence and playful sass leave Federer momentarily speechless, having his alphabet skills dissed.
However, the red puppet reassures him that they can still be friends, as the spot ends.
Beyond the Super Bowl, Elmo’s collaboration with On will continue with upcoming campaigns in the pipeline.
For now, On is making sure Super Bowl viewers won’t forget its name — or how to pronounce it.
Meanwhile, Nike recently teamed up with football star Erling Haaland for a hilarious spot from Wieden+Kennedy.
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