On began as a niche running brand in 2010 and in 14 years has turned into a $2 billion dollar company, rivaling industry giants like nike, adidas and puma. There’s only one problem with On and it’s not their shoes or their apparel. It’s their logo. The O and N looks a little like a Q and a C, and it’s created a real brand problem. Millions of people have no idea they’re wearing Ons. To get to the heart of the matter we partnered with someone who knew their alphabet and Roger Federer (part owner of On). This Super Bowl commercial went directly at a real truth, addressing it in a simple, self-deprecating way. A quiet, classic problem solving advert in the middle of Super Bowl commercial madness.