On | Zendaya on New Ways to Move - Ad Analysis
AI Editor notes
Straight from the gut!!
“It's charming, for sure. Zendaya could sell ice in a blizzard. But it feels... slight. The connection between 'overcoming shyness' and 'buy these specific shoes' is pretty thin. It’s banking everything on her charisma to make you feel good about the brand by association. It works as a mood piece, but I question if it gives anyone a concrete reason to choose On over a competitor.”
Quick Summary
On uses Zendaya's immense charm to reposition 'movement' away from grueling athletic performance and towards joyful, accessible self-discovery. By framing the story around overcoming shyness rather than breaking records, the ad makes the brand feel more emotionally resonant and aspirational for a lifestyle audience, not just serious runners.
Executive Summary
This campaign from On is a deliberate pivot from the hyper-competitive, performance-obsessed narrative that dominates sportswear. Instead of focusing on athletic achievement, it centers on a much more relatable human barrier: the fear of trying something new. The core insight is that for many, the obstacle isn't physical limitation but the emotional hurdle of potential embarrassment. On positions itself not as the gear for winning, but as the partner for willingly participating. The choice of Zendaya is critical; she embodies an effortless cool that makes the message of overcoming shyness feel both authentic and aspirational. She isn’t presented as an elite athlete but as a person, making the brand feel more accessible.
The execution follows a simple, effective Testimonial format. The setup is Zendaya's disarming admission of being a 'shy child' afraid of embarrassing herself. This creates an immediate, relatable problem. The 'turn' is her conscious decision to enter a 'new phase of trying to say yes to things.' The entire tobogganing sequence serves as the payoff and proof. It’s a visual metaphor for letting go and finding joy in the experience, not the outcome. The handheld, naturalistic cinematography reinforces this feeling of a genuine, candid moment rather than a glossy, staged ad. The product is present but not overtly pushed; the shoes get a hero shot at the beginning, but otherwise, the gear is just part of her experience. The final 'Dream On' tagline neatly connects the brand name to the aspirational message of the ad.
The debrief for the team is that celebrity partnerships work best when they tap into a relatable human truth, not just the celebrity's fame. This ad succeeds because it feels like a page from Zendaya's diary, not a list of product features. However, it also shows the risk of relying too heavily on the celebrity's charisma. The brand's unique proposition can get lost in the star's glow. The key learning is to find the perfect balance where the celebrity's story amplifies the brand's core message, rather than overshadowing it.
Theme Keywords
Brand Position
The stylish, premium companion for joyful movement and everyday exploration.
Brand Archetype
The Explorer: The brand encourages freedom, discovery, and finding yourself through new experiences.
Creative Game Plan
Use a global icon of effortless cool to reframe 'movement' as a joyful act of personal growth, not a grueling athletic pursuit.
Diagnosis: Issues & Solutions
Primary Issue: Strategic Sense
The Problem:
The connection between the emotional narrative (overcoming shyness) and the product's functional or emotional benefit is too implicit. It's unclear *how* On apparel helps one 'say yes' beyond just being what Zendaya wears.
The Solution:
Weave in a simple line that bridges the gap. For example: 'It’s easier to go for it when you feel this free.' This directly links the feeling of the apparel to the emotional journey, making the brand an active participant in her transformation, not just a wardrobe choice.
Secondary Issue: Clarity of "What's Next?"
The Problem:
The ad completely omits an on-screen call-to-action, leaving the viewer with a pleasant feeling but no clear next step. It relies 100% on the viewer reading the YouTube description.
The Solution:
Add a clean, simple end card for the final two seconds with the On logo and 'Find your new way to move at On.com'. It closes the loop without undermining the ad's soft, inspirational tone.