Softie: Muppet Elmo Returns for On Footwear

'Elmo likes SOFT. Could that win?'

When you’re planning a soft sell, it makes sense to put a muppet in your commercials.

Following his debut for On in a cute Super Bowl commercial, Elmo returns for the Swiss sportswear brand in a campaign focused on the gentler aspects of running and fitness.

“Elmo likes SOFT. Could that win?’ he asks in a :30 from Flower Shop and director Daniel Wolfe.

“We wanted to challenge the idea that success in running is defined by intensity alone,” says On CMO Alex Griffin. “When thinking about who could embody the spirit of softness, Elmo and his kindness and compassion—not to mention his soft red fur—immediately came to mind. With Elmo at the heart of ‘Soft Wins,’ we’re encouraging runners to embrace self-compassion, community and personal growth.”

The work backs On’s Cloudsurfer 2 running shoe, and firmly places the brand in the lifestyle lane. As opposed to, say, Nike, which has recently doubled down on performance messages and hard-nosed takes on winning.

There’s room for both approaches, and On, to its credit, focuses on those who view “winning” in a holistic sense. They strive to prevail in competitions but also seek everyday balance, health and confidence. The SB ad, which co-starred Roger Federer, and On’s air-tennis match with Zendaya, nodded in this direction.

Let’s face it, everything’s rough for so many folks these days. A “softness” message feels like a welcome respite. And Elmo’s clearly on brand.

“Sesame Street is committed to empowering the young and young-at-heart with strategies to help build resilience and promote emotional well-being,” says Jen Ahearn, Sesame Workshop SVP, global strategic partnerships. “We’re thrilled to be a part of On’s campaign that encourages runners of all types to try their best, support each other, and celebrate everyday joys.”

Photographer Samuel Bradley made suitably playful contributions: