Roger Federer has teamed up with Sesame Street’s Elmo in a fun new commercial for the Swiss running shoe brand, On, airing during Super Bowl LIX on 9 February. The ad features Federer and Elmo discussing the brand's logo, which is often misread as "QC" instead of "ON."

Federer, a shareholder in On, shares his amusement over the mix-up and explains the logo's true meaning in a lighthearted way. "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 ad showcases On’s playful approach to clearing up the confusion while keeping the brand approachable and fun. On has become increasingly popular since Federer joined as an investor in 2020, and the company has seen significant growth, with its latest valuation hitting $11 billion. The Super Bowl spot, which also features Elmo, serves as a memorable way to engage a massive audience while reinforcing On’s expanding presence in the market.

This clever campaign follows On's strategy of tapping big names like Zendaya and FKA Twigs, helping propel the brand to new heights in sportswear.