“Collab we never saw coming”: Fans react as Roger Federer and Elmo’s latest Super Bowl ad gives their take on the ‘ON’ logo

Roger Federer and Elmo from Sesame Street seem to disagree on the letters of the alphabet in a Super Bowl ad for ON running shoes. The lighthearted advertisement shows the tennis legend and Elmo at the foot of a long flight of stairs.

Federer is dressed in a grey shirt, black pants, and white ON running shoes. Elmo, dressed in his signature red garb, glances at Federer's shoes and asks the tennis legend about the “Q and C” logo on them.

Federer tries to clarify that the stylized ON logo is actually “O and N,” and Elmo disagrees, prompting Federer to seek support from the filming crew and take a second look at his shoes. ON uploaded the ad on its YouTube channel with the caption:

“Roger Federer may have won 20 Grand Slams, but answering Elmo’s questions on the alphabet? That’s a different challenge. O and N, or Q and C? We thought it was obvious….”

Netizens liked Roger Federer and Elmo together in the fun and simple ad.

One user (via @amaan.120) commented on the unlikely collaboration:

“the collab we never saw coming.”

“This is soooo cute. I’m a fan of both legends!!! Sesame Street and RF!!!” @ilovechimmy added.

“This is the greatest since last year’s commercials,” @nprichard1 praised.

“Innovations truly need to stand out with symbols. Truly remarkable ON,” @meghadrimalakar added.

“Haha amazing collaboration, and it’s on On duhhh,” @intothelabyrinth commented.

“QC for Quality Control Elmo!” Another user playfully sided with Elmo.

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More details on ON brand’s Super Bowl ad featuring Roger Federer and Elmo

According to the Swiss athletic brand, the Super Bowl ad hopes to clear any misconceptions regarding their brand logo “in a memorable way.”

Alex Griffin, Chief Marketing Officer for ON, described its latest Super Bowl ad as the best opportunity to clarify a longstanding confusion on the company's name and logo:

“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 and memorable way,”

He added:

"What better way to do this than during one of the most-watched sporting events in the world, alongside our longtime partner Roger Federer and Sesame Street’s Elmo—a beloved icon we’ve also been working with on our next run campaign centered around softness. Stay tuned for more.”

Federer, who became an investor and partner at On in 2019, described the Super Bowl ad as a mix of sport, humor, and culture:

“I think people will enjoy seeing this mix of sport, humor, and culture all come together."

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Roger Federer will also star in an upcoming campaign for On centered on wellness. Stay tuned for more updates.