Sesame Street's Elmo is helping unveil the On Cloufsurfer 2 as part of a bold new marketing campaign from the Swiss sportswear brand.

That’s why we have Elmo here—to tell us to not be so hard on ourselves. And Elmo does just that in the latest campaign for On, where he tells runners to celebrate their soft wins.

The campaign also marks the launch of the Cloudsurfer 2, one of On's softest-ever running shoes. Below is the adorable campaign film and a breakdown of the new products for runners.