Elmo is The New Face of On (and Fun Runs)
After all these years, Elmo is still teaching us life lessons.
The curious red muppet (45 years old in our years; 3 1/2 years old in puppet years) has guided generations of children in the art of doing the right thing via Sesame Street, has something to say to the adult runners: run for fun.
Also (again, for the runners): “Don't be so hard on yourself!”
The advice arrives at us packaged in an advertisement by Daniel Wolfe for Swiss label On. It's a follow up to a Super Bowl spot that debuted the brand's association with Jim Henson's loveable fluff ball.
The Super Bowl spot starred Roger Federer, an On shareholder. The tennis star introduces Elmo to the brand.
Since becoming an expert in the footwear venture, Elmo has been busy sharing advice about making good use of the kit the brand creates.
He's all about the “soft wins” (the ad's official name!) – about enjoying exercise and celebrating personal milestones.
Elmo suggests playing tag, for example.
On's Chief Marketing Officer elegantly angles the ad as a chance to “challenge the idea that success in running is defined by intensity alone”.
“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.”
By no coincidence, the mood-boosting short arrives on the same day as the release of the Cloudsurfer 2 (which obviously features in the ad). The sneak is built with technology that allows the segments of the sole to collapse sequentially to better improve the sensation of each step.
The brand is calling it one of its “softest-ever” shoes.
Elmo likes soft, and Esquire does too.
The Cloudsurfer 2 is out now on the On webstore for £150.
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