Roger Federer and Elmo Help Explain On’s Logo in New Super Bowl Ad
Red-hot running brand On is headed to the Super Bowl this weekend with a new commercial starring Roger Federer and Sesame Street’s Elmo.
According to the Swiss athletic brand, the new spot shows Federer and Elmo playfully clearing up any confusion around On’s brand name and logo in a “memorable way.”
Alex Griffin, On’s chief marketing officer, noted that the concept for the ad comes as the company looks for new and inspiring ways to stand out as a sportswear brand as it continues to grow.
“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,” Griffin said. “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. Stay tuned for more.”
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Federer, who is an investor in the brand, loves the idea of a lighthearted approach to explaining the company’s logo. “I think it’s great! The fact that people sometimes misread the On logo as ‘QC’ is something we’ve laughed about for years, and honestly, I’ve always thought it would be fun to make an ad to finally clear it up,” Federer said. “So why not embrace it with humor and personality? Having Elmo call it out makes it even better—it makes the brand feel approachable and fun while still creating a moment that people will remember.”
The tennis champ added that even though this is a lighthearted ad, there is a lot of thought behind it. “I think people will enjoy seeing this mix of sport, humor, and culture all come together,” Federer added.
On’s ad comes as the company has doubled down on a robust marketing strategy – often tapping big names such as Zendaya and FKA Twigs. And it was thanks in part to its partnership with Zendaya and its strong presence at the Paris Olympics this summer, that On Holdings continued to outperform in its recent third quarter earnings, notching a record in both net sales and profitability.
Net sales for the Zurich-based brand in Q3 increased 32.3 percent to 635.8 million Swiss francs. The jump was fueled by a significant increase in the company’s direct-to-consumer sales which were up 49.8 percent to 246.7 million Swiss francs over the prior year. DTC sales now account for 38.8 percent of the company’s overall business. Wholesale sales also increased in the quarter, up 23.2 percent to 389.1 million Swiss francs.
Look for On’s new commercial starring Federer and Elmo on Sunday, Feb. 9 during the Super Bowl.
