On | Zone Dreamers - Ad Analysis
AI Editor notes
Straight from the gut!!
“This is a classic challenger brand move. They can't out-Nike Nike on epic athlete stories, so they're trying to out-weird them with a Wes Anderson-meets-Star-Trek vibe. It's memorable, for sure. But is anyone buying shoes because of a surreal alien pizza party? It's swimming in style but feels a little thin on substance, risking being more of a fun, forgettable short film than a persuasive ad.”
Quick Summary
On uses global star Zendaya and a quirky, sci-fi movie trailer parody to shift its perception from a hardcore, Swiss-engineered running brand to a culturally-relevant lifestyle player. It strategically sacrifices direct product messaging for aspirational coolness, aiming to win on brand affinity rather than technical specs.
Executive Summary
In a sportswear market saturated with stories of grit, determination, and professional athletic achievement, On has chosen to pivot and play a different game with "Zone Dreamers." Instead of another earnest montage of athletes pushing their limits, the brand delivers a high-concept, surreal sci-fi parody. The core insight here is that for a growing segment of the market, particularly younger, style-conscious consumers, the cultural capital of a brand is more valuable than a list of technical features. To compete with giants like Nike and Adidas, On can't just be a better shoe; it has to be a cooler, more interesting brand.
The execution is structured as a trailer for 'the greatest movie never made.' [13] It begins with a familiar trope: Zendaya giving herself a pep talk in a locker room. The 'turn' is immediate and commits fully to the bit. Her reflection morphs into an elven-eared sci-fi character, and we're plunged into a retro-futuristic world, complete with a booming movie trailer voiceover. [2] The narrative playfully reframes a workout as a cosmic mission, with challenges like anti-gravity corridors and punching a bag of 'Cereal Flakes.' The product—On apparel and footwear—is worn throughout, but it's part of the costume design, not the focus. The 'payoff' lands in a place of pure absurdity: the crew's adventure culminates in them eating pizza at a galactic diner, secretly observed by a tuxedo-clad alien. The final taglines, "Dream On" and "If you want to go far, go together," attempt to ground the surreal journey in a brand message about community and aspiration. [3]
The debrief for the team that made this is clear: leveraging a global star like Zendaya within a weird, ownable creative world is an effective way for a challenger brand to generate cultural relevance. The campaign breaks category conventions, ensuring it gets noticed. [9] However, the lesson is also one of balance. While the film is memorable and stylish, its connection back to the product or a tangible brand benefit is tenuous. It builds a powerful aura of cool around the brand, but it leaves the audience with a feeling rather than a reason. The next step is to find a way to infuse this newfound cultural energy with a slightly clearer purpose, bridging the gap between the fantastical world on screen and the real-world product.
Theme Keywords
Brand Position
The premium performance sportswear brand for creative individualists.
Brand Archetype
The Explorer, with a strong Jester secondary archetype.
Creative Game Plan
Reframe the everyday act of movement as a surreal, cinematic adventure to make the On brand feel more imaginative and culturally plugged-in than its competitors.
Diagnosis: Issues & Solutions
Primary Issue: Emotional Connection
The Problem:
The ad's hyper-stylized, surreal aesthetic creates a cool but emotionally distant experience. The characters are quirky archetypes in a parody, which prevents the viewer from forming a genuine connection to the supposed theme of 'unity' and 'friendship'.
The Solution:
Even within a surreal world, ground the emotional core. In the next iteration, create one small, quiet moment of genuine, relatable interaction between the characters that isn't played for laughs. This would make the 'go together' message feel earned rather than just stated.
Secondary Issue: Strategic Sense
The Problem:
The link between a retro sci-fi adventure and the tangible benefits of On's products is almost non-existent. The ad successfully sells a 'vibe' but does little to inform the customer why they should choose these specific shoes or apparel for their own 'adventures'.
The Solution:
Integrate a subtle 'product as hero' moment. For example, during the run on the planet's surface, a brief, artful shot could have visually connected the unique 'CloudTec' sole technology to their effortless, gravity-defying movement, bridging the gap between brand fantasy and product function.