Roger Federer explains tennis scoring, On logo to Elmo in Super Bowl ad

The Super Bowl isn't brought to you by the letters "R" and "F," but a commercial for On sportswear starring Roger Federer and Elmo stole the show before it even aired during the game.

The ad plays on Sesame Street's famed "letters of the day" concept, as a inquisitive Elmo sits in an umpire's chair and debates the two letters found on Federer's On-branded sneakers: Is it 'Q' and 'C' or 'O' and 'N'?

"Well, you know, Elmo knows his alphabet, and that's definitely a 'Q' and 'C,'" he says, as Federer disagrees.

The famous red monster humorously goes on to say: "Elmo loves you, Mr. Roger Federer. Even if you don't know your alphabet yet."

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Since partnering with Federer in 2020, On's portfolio has grown in and outside of tennis as its teamed with active stars including Iga Swiatek, Ben Shelton and Joao Fonseca, as well as A-lister Zendaya. And in teasing the ad, On's chief marketing officer, Alex Griffin, says that the concept came from the Swiss company's desire to clear up a common misconception about its brand in a "fun and memorable way."

"What better way to do this than during one of the most-watched sporting events in the world, alongside our longtime partner Roger Federer and Sesame Street’s Elmo," he added.

The ad also spawned an adorable blooper reel that On dropped on its social media channels on the morning of the Super Bowl. In it, Federer explains tennis scoring to Elmo as they play rock, paper, scissors, and more.

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The wholesome scenes see Elmo confuse "deuce" and "juice," try to tell time on Federer's Rolex watch, and faint as Federer puts a gold medal around his neck.