“Elmo loves you!” And now, he wants you to love yourself, too.
That’s the heart of ‘Soft Wins,’ On’s latest campaign, which challenges the ‘push harder’ mentality of running and celebrates the power of self-compassion.
Launched just days after On’s Big Game debut, Soft Wins taps into a cultural shift favoring balance over burnout, positioning ‘soft’ as something to embrace, not avoid. The campaign’s hero film, directed by Daniel Wolfe, blends documentary-style storytelling with Elmo’s gentle encouragement. At its core is a simple yet profound question from the Sesame Street star: “Elmo likes soft. Could that win?”
Want to go deeper? Ask The Drum
The ad opens with Elmo counting clouds, his signature curiosity on full display. Suddenly, his attention shifts to a group of runners pushing through an intense workout, their faces strained with effort. “Wow! Running looks hard,” he observes.
One of the runners, Janet, responds matter-of-factly: “Hard wins, Elmo.” But Elmo isn’t so sure. What follows is his gentle yet compelling case for softness, challenging the notion that success in running must come from struggle.
Through Elmo’s perspective, the film redefines what winning looks like, reminding runners that they don’t have to push to the brink to find joy in movement. The message is simple: don’t be so hard on yourself. There’s a softer way to run.
“As a performance-driven brand, we wanted to challenge the idea that success in running is defined by intensity alone,” said Alex Griffin, On’s chief marketing officer. “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. With Elmo at the heart of Soft Wins, we’re encouraging runners to embrace self-compassion, community and personal growth.”
The campaign also introduces the Cloudsurfer 2, one of On’s softest-ever running shoes. Engineered with CloudTec Phase technology, the shoe delivers a smooth, rolling sensation that mirrors the campaign’s ethos of ease and comfort. Accompanying the film, stills by photographer Samuel Bradley highlight the emotional core of Soft Wins: community, connection and self-compassion over intensity.
“Sesame Street is committed to empowering the young and young-at-heart with strategies to help build resiliency and promote emotional well-being,” added Jen Ahearn, Sesame Workshop’s SVP, Global Strategic Partnerships and Themed Entertainment. “We’re thrilled to be a part of On’s campaign that encourages runners of all types to try their best, support each other and celebrate everyday joys with friends, families and the wider community.”
Developed in partnership with the creative agency Flower Shop, Soft Wins is slated to roll out out across digital, social and retail platforms.
Seeking more creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.