Decoding On’s Elmo Commercial
Overall Score
57.3/100
Highest Focus
The commercial reached its highest focus of 83.89 at the 2-second mark, when the main character, Elmo, first appeared on screen.
Lowest Focus
The commercial recorded its lowest focus of 39.33 at the 23-second mark, triggered by a sudden camera shift that caused a dip in viewer attention.
Highest Clarity
The commercial achieved its highest clarity of 89.61 at the 1-second mark, when the opening visual aligned seamlessly with Elmo’s voiceover.
Lowest Clarity
Clarity dropped to its lowest point of 60.23 at the 23-second mark, caused by a sudden camera movement that disrupted the flow of the commercial.
Highest Attention
Attention peaked at 64.01 at the 29-second mark, when the commercial’s tagline was revealed at the end.
Lowest Attention
Attention reached its lowest point of 24.67 at the 2-second mark, when the frame showed only the static main character with minimal movement.
Summary
In On’s new campaign “Soft Wins,” Sesame Street’s iconic Elmo appears as a gentle, uplifting voice amid a group of fatigued runners. Observing them catch their breath, Elmo remarks, “Running looks hard.” When one runner asserts, “Hard wins,” Elmo counterattacks with his signature warmth and simplicity: “Elmo likes soft. Could that win?” At this moment, the dynamic shifts from competition to connection as the runners drop the intensity and start playing a lively game of tag, emphasising joy, community, and compassion over pushing through grit.
The Commercial
Heatmap Video
Fogmap Video
Suggestion for Improvement
Clarity of Narrative: The spot is playful, but the storyline could feel slightly scattered. Anchoring it with a stronger through-line (e.g., Elmo’s quest for softness → On delivers it) would make the message stickier.
