Sports commercials love to glamorize the struggle of sport, the grit and sacrifice it takes to ‘make it’. Nike is all about winning, Adidas is all about doing the impossible but On stands for something quite different. On believes that running should be enjoyable, that you should be kind to your body, that running should feel good. We worked with them to bring a platform to life that was the antithesis of the do or die sporting culture. It’s called Soft Wins and spearheading the campaign was the embodiment of soft itself, one Elmo Monster.