Since partnering with Federer in 2020, On’s portfolio has grown in and outside of tennis as its teamed with active stars including Iga Swiatek, Ben Shelton and Joao Fonseca, as well as A-lister Zendaya. And in teasing the ad, On’s chief marketing officer, Alex Griffin, says that the concept came from the Swiss company’s desire to clear up a common misconception about its brand 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,” he added.
The ad also spawned an adorable blooper reel that On dropped on its social media channels on the morning of the Super Bowl. In it, Federer explains tennis scoring to Elmo as they play rock, paper, scissors, and more.
