Federer, Muppets' Elmo Are a Great Match for On Sportswear

The most charming Big Game advert so far

“Elmo loves you, Mr. Roger Federer. Even if you don’t know your alphabet yet.”

Swiss sportswear brand On and the Flower Shop agency know how to spell charming, that’s for sure.

Check out this minimalist, mini-masterpiece, pairing tennis legend Roger Federer with Muppet Elmo and slated to run during Super Bowl 59:

Great celebrity placement. Multigenerational pop-culture appeal. Simple storyline, flawlessly executed, with a memorable message that feels unforced and on brand.

And there’s a muppet!

Srsly, how many boxes can you check in 30 seconds?

Plus, using the logo letters honors the Sesame Street ethos. This almost plays like one of the show’s quirky educational skits. It’s just a great fit.

“As On continues to grow, we are always looking for new and inspiring ways to stand out as a sportswear brand,” says CMO Alex Griffin. “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 way.”

Elmo will star in future ads “centered around softness,” Griffin says.

In the SB entry, On shareholder Federer looks like he’s enjoying himself, perhaps suppressing a few giggles. His reactions seem genuine.

“It was so much fun! I mean, how often do you get to share the screen with Elmo?” the eight-time Wimbledon champion says. “His energy and curiosity made the whole experience feel completely different from anything I’ve done before.”

Even though it was a lighthearted ad, there was a lot of thought behind it, and I think people will enjoy seeing sport, humor and culture all come together.”

Daniel Wolfe directed Roger and Elmo, working through production company Love Song.

Rog last appeared for the brand in a friendly “air tennis” competition vs. Zendaya.

(Which brand will take home the 2025 Super Clio for the Big Game’s best ad? We’ll find out on Feb. 10.)