The nice On advert with Elmo as a motivator: “Soft Wins With Elmo”

The On advert features Elmo from Sesame Street and links running with fun.

Advertising campaigns associated with sport have always been linked to epic and motivation. To win no matter what, to overcome your limits and to show that nothing is impossible. That is why the brand of trainers “On” has wanted to stand out to promote running as another form of fun.

And it does so with the help of Elmo, the popular puppet from Sesame Street who, after seeing some runners tired from giving it their all, suggests a more relaxed approach to practicing this sport.

“Soft Wins With Elmo” is the title of the On advert, created by agency Flower Shop and directed by Daniel Wolfe. It has been released to mark the launch of the Clousurfer 2, the brand’s softest running shoes of all time.

The piece shows Elmo counting clouds when he meets some tired runners. In his peculiar style, he asks them that “running seems very hard”, and that he likes something softer, like having a good time, feeling good and running for fun. A message that is the leitmotiv of the campaign that encourages us to connect with our friends and community while we run.

According to Alex Griffin, chief marketing officer of On: “When we thought of who could embody the spirit of tenderness, Elmo and his kindness and compassion, along with his soft red hair, immediately came to mind. With Elmo as the protagonist of ‘Soft Wins’ we encourage runners to embrace self-compassion, community and personal growth.”

Jen Ahearn, senior VP of global strategic partnerships & themed entertainment at Sesame Workshop, said: “We’re thrilled to be part of an On campaign that encourages runners of all kinds and conditions to be their best selves, support each other, and celebrate their everyday joys with friends, family, and community members.”

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