Elmo and On Want Runners to Not Be So Hard on Themselves …

Life’s pretty hard sometimes. Being hard on yourself makes it harder. That’s why we have Elmo here—to tell us to not be so hard on ourselves. And Elmo does just that in the latest campaign for On, where he tells runners to celebrate their soft wins.

The ad follows On’s recent video from the Super Bowl, in which Elmo questioned On minority owner Roger Federer about how to say “On”—or is it QC? The latest video is called “Soft Wins With Elmo,” wherein the red Sesame Street character meets a group of runners and asks the important questions, such as, “Feeling good about yourself, could that win?”

The point of the ad, which is tied to the launch of the Cloudsurfer 2, one of On’s softest running shoes ever, is to help runners focus on feeling good while running, instead of always pushing their limits.

“Running has always been associated with pushing limits, but success isn’t just about intensity,” says On CMO Alex Griffin. “‘Soft Wins’ challenges the idea that winning in running has to mean suffering or chasing records—it can also be about consistency, community, and self-compassion. This campaign invites runners to rethink what winning means to them and recognize the everyday victories that keep them moving.”

Griffin says that Elmo and On are helping push the narrative that running is about people taking care of themselves and feeling good, instead of constantly chasing PRs.

“Run culture is evolving beyond competition. It’s now just as much about self-expression, mental well-being, and connection. More people are running to feel good rather than just to perform, and we wanted ‘Soft Wins’ to tap into that shift,” says Griffin. “With this campaign, On is reinforcing its role in shaping a more inclusive and personal running experience, one that supports every kind of runner, whether they’re chasing finish lines or simply running for themselves.”

At the end of the day, it’s about fitness. And fitness sucks sometimes. But if we can make it fun then it’s a win. As Elmo asked, “Running for fun, is that a win?” It might be.