{"id":37228,"date":"2026-04-17T13:33:30","date_gmt":"2026-04-17T20:33:30","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=37228"},"modified":"2026-04-17T13:33:31","modified_gmt":"2026-04-17T20:33:31","slug":"reframing-resale-performance-art-meets-sustainability-in-new-on-campaign","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/reframing-resale-performance-art-meets-sustainability-in-new-on-campaign\/","title":{"rendered":"Reframing Resale: Performance Art Meets Sustainability in New On Campaign"},"content":{"rendered":"\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Directed by Ariel Fisher of Magna Studios and starring movement artist Matt McCreary, On\u2019s new global campaign for the Cylon reuse and resale program illustrates product circularity through a citywide performance. McCreary\u2019s choreography involves shedding apparel and footwear that are immediately inherited by others, positioned to reframe the resale process as a communal rather than transactional experience.<\/p>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Here\u2019s what iSpot\u2019s Creative Assessment platform revealed on actual viewer response to the spot.<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122849\/image6-1-1024x576.png\" alt=\"\" class=\"wp-image-37235\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122849\/image6-1-1024x576.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122849\/image6-1-300x169.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122849\/image6-1-569x320.png 569w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122849\/image6-1-768x432.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122849\/image6-1-1536x864.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122849\/image6-1.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>The Details:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The :45 &#8220;Keep It Moving&#8221; was most effective at sparking Curiosity among American viewers, doing so at a strong level that few ads achieve (3% of ads with any Curiosity signal do so):<br \/><br \/>\n<ul>\n<li>As intended, the characters and visuals were the draw in this creative, rated as the Single Best Thing about the ad at rates above the average apparel &amp; footwear ad (past year benchmarks). 32% cited the visuals as the SBT (vs a 19% average) and 16% pointed to the characters (vs a 9% norm). These aspects helped the spot grab Attention at a normative rate for the category.<br \/><br \/><\/li>\n\n\n\n<li>However, an above-norm 28% also selected &#8216;none&#8217; as the SBT; a signal of viewer confusion or frustration. This feeling was also seen in emotional profiling of viewer comments on the new :45 spot (the Inappropriate response). The ad felt Surreal to some and Frenetic to others, with some expressing internal conflict (the But emotion) or distaste (Awful).<br \/><br \/><\/li>\n\n\n\n<li>The crux of the challenge for viewers was understanding what was being advertised. Given that the On brand is still a rising challenger in the overall footwear space and the ad did not reveal the On name (or even the logo) at all (only Cylon in small print and just on the final screen), this confusion was multiplied. Of course, if running only on the brand&#8217;s owned social and digital sites where the brand is predetermined for consumers, the &#8220;what is this ad even about&#8221; question could be partially addressed. Still, the visual metaphor will remain obtuse without some audio or text clarity on the Cylon program.<br \/><br \/><\/li>\n\n\n\n<li>As a result, 24% indicated the branding went by too quickly, 26% didn&#8217;t recognize the name\/logo, and 13% said they couldn&#8217;t recall any brand. Of the 37% that provided a different brand name, 29% gave some form of &#8220;Cylon.&#8221; For less familiar and\/or growing brand\/line names, clear and frequent branding is a key objective for video advertising success.<br \/><br \/><\/li>\n\n\n\n<li>Reflecting the overall lack of clarity, the spot underperformed category benchmarks across most performance metrics including Information, as well as across age\/gender. Consumer intent trailed the benchmark as well, by -26 pts as consumers did not learn to the level of comprehension.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"966\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122836\/image1b-2-1024x966.png\" alt=\"\" class=\"wp-image-37230\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122836\/image1b-2-1024x966.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122836\/image1b-2-300x283.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122836\/image1b-2-339x320.png 339w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122836\/image1b-2-768x725.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122836\/image1b-2-1536x1449.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122836\/image1b-2.png 1900w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Second-by-second trace reflects more engagement with the storytelling among those 36+, which ebbed and flowed as the visuals changed; however, by the :30 mark, viewers had begun to tune out:<br \/><br \/>\n<ul>\n<li>Viewer sentiment on the :45 &#8220;Keep It Moving&#8221; confirmed that the strength of this spot was its success in capturing Attention and entertaining viewers.<br \/><br \/><\/li>\n\n\n\n<li>The physical performance was widely praised and viewers appreciated the fluidity and uniqueness of the spot. The &#8220;keep moving&#8221; concept came through for some viewers which aligns with footwear as well as recycling. The latter concept was not understood given that it was not introduced.<br \/><br \/><\/li>\n\n\n\n<li>However, to drive brand awareness and consideration, better brand integration throughout and a significantly improved end card would be needed (achievable via quick edits). Most didn&#8217;t understand the message or purpose, and\/or couldn&#8217;t find the brand. Multiple viewers noted that the end card text was too small to read<br \/>and appeared too briefly.<br \/><br \/><\/li>\n\n\n\n<li>Those that felt they &#8216;got it&#8217; took away the &#8220;keep moving&#8221; message and appreciated the creativity and production quality. Some found it funny and entertaining and\/or memorable and different &#8211; reasons to consider testing edits to boost clarity such that the brand could air the spot more broadly.<br \/><br \/><\/li>\n\n\n\n<li>As is, the creative only could make sense on On branded sites, and with readily visible supporting material on the Cylon program.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"498\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122839\/image2b-2-1024x498.png\" alt=\"\" class=\"wp-image-37231\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122839\/image2b-2-1024x498.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122839\/image2b-2-300x146.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122839\/image2b-2-640x311.png 640w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122839\/image2b-2-768x374.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122839\/image2b-2-1536x747.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122839\/image2b-2.png 1903w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Sample comments on the &#8220;Keep It Moving&#8221; :45<\/strong><\/p>\n\n\n\n<p>\u201cI have nothing good to say about this video. There was nothing I found interesting and it made no sense. I understand that it said to keep it moving, but I have no idea if this is a clothing commercial or just a public message telling people to exercise or walk. It was frustrating as to how confusing it was and how little sense it made.\u201d<br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<p>\u201cImmediately, this ad, because of him sliding down the stairs, was funny and its scenes and interactions were very, very interesting. I laughed pretty much all the way through.\u201d<br \/><em>Male 50+<\/em><\/p>\n\n\n\n<p>\u201cThe movements of the man are a little unsettling. I didn&#8217;t like the way it made me feel. I get the message, but I think there could be a smoother way to do the body movements. Also, I have no information on this brand. I wish there were more details here about their offerings.\u201d<br \/><em>Female 18-35<\/em><\/p>\n\n\n\n<p>\u201cThis ad was unique and easy to remember, but it unfortunately doesn&#8217;t successfully explain what brand is being advertised. I also feel, apart from the brand, the product being advertised is unknown also. This ad was visually pleasing to look at.\u201d<br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<p>\u201cI do think that the character in the advertisement was entertaining, seeing the chaos he was going through, but there was really no information about the company and the name was so fast I&#8217;m not even sure that I remember it. There needs to be more information about the actual company.\u201d<br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<p>\u201cI do not know what the ad was trying to advertise. I am extremely confused by the entire ad, but the commercial did draw my attention.\u201d<br \/><em>Male 18-35<\/em><\/p>\n\n\n\n<p>\u201cSpent too much time on curiosity and not enough on connecting it to what you want of me. Who are you and who is this for? What&#8217;s your product?&#8221;<br \/><em>Male 50+<\/em><\/p>\n\n\n\n<p>\u201cI don&#8217;t know what they want me to know because I don&#8217;t even know the brand in the commercial or what it wants us to know or even buy.\u201d<br \/><em>Female 18-35<\/em><\/p>\n\n\n\n<p>\u201cIt just made me happy. I love the music and the guys&#8217; moves. It&#8217;s entertaining. I have no idea what the product was though.\u201d<br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<p>\u201cI didn&#8217;t like this commercial. I didn&#8217;t understand it and I also couldn&#8217;t see what it was supposed to be. The ad for the print was too little.\u201d<br \/><em>Female 50+<\/em><\/p>\n\n\n\n<p>\u201cI love it, but wished, at the end, the brand logo was bigger and also it gave a little bit more information. But it definitely caught my attention.\u201d<br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<p>\u201cThis one is really strange. I didn&#8217;t care for the contortionist aspect. I really don&#8217;t even know what is being advertised. I saw a name briefly at the end, but still have no clue what it is or the product they are showing.\u201d<br \/><em>Male 50+<\/em><\/p>\n\n\n\n<p>\u201cIt was a great concept, but maybe not executed as well as it could be. Most viewers probably wouldn&#8217;t have caught what the product was or remember the company.\u201d<br \/><em>Male 18-35<\/em><\/p>\n\n\n\n<p>\u201cI loved the advertisement, but had no clue what they were trying to sell or make me buy. Outside of that, I loved it\u201d<br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<ul>\n<li>Responses from Depop&#8217;s :60 &#8220;Depopelganger&#8221; from September, 2025, which employed an audio track over narration with visual storytelling that felt similarly interesting (Curiosity) but also vague to viewers, serves as a good point of comparison:<br \/><br \/>\n<ul>\n<li>With two Depop branding occurrences (both near the end of the :60 spot), confusion was still present but more limited. This ad managed to achieve normative response and actually outpace benchmarks among viewers aged 18-35 and women 36-49. Viewers 50+ were the only audience segment to respond at below-norm rates.<br \/><br \/><\/li>\n\n\n\n<li>The visuals were the sole focus of the audience, and they grabbed Attention better than the average apparel &amp; footwear ad (ranking in the 86<sup>th<\/sup> percentile in this regard).<br \/><br \/><\/li>\n\n\n\n<li>As such, \u201cDepopelganger\u201d saw 41% profess positive intent after a single view \u2014 still below the norm, but trailing by only -6 pts.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"966\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122841\/image3b-2-1024x966.png\" alt=\"\" class=\"wp-image-37232\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122841\/image3b-2-1024x966.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122841\/image3b-2-300x283.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122841\/image3b-2-339x320.png 339w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122841\/image3b-2-768x725.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122841\/image3b-2-1536x1449.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122841\/image3b-2.png 1899w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul>\n<li>Comparison across key response metrics to the Depop recycling spot show just how much clarity in product and branding can achieve:<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"586\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122844\/image4-1024x586.png\" alt=\"\" class=\"wp-image-37233\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122844\/image4-1024x586.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122844\/image4-300x172.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122844\/image4-560x320.png 560w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122844\/image4-768x439.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122844\/image4-1536x878.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122844\/image4.png 1999w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"578\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122852\/image7-1024x578.png\" alt=\"\" class=\"wp-image-37236\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122852\/image7-1024x578.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122852\/image7-300x169.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122852\/image7-567x320.png 567w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122852\/image7-768x434.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122852\/image7-1536x868.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122852\/image7.png 1999w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"581\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122846\/image5-1024x581.png\" alt=\"\" class=\"wp-image-37234\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122846\/image5-1024x581.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122846\/image5-300x170.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122846\/image5-564x320.png 564w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122846\/image5-768x436.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122846\/image5-1536x872.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/04\/17122846\/image5.png 1999w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.ispot.tv\/demo\">Schedule a demo<\/a> to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve\u2014and outperform\u2014campaign objectives.<\/p>\n\n\n\n<p style=\"font-size:12px;\"><i>Creative Agency: Magna Studios<\/i><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Directed by Ariel Fisher of Magna Studios and starring movement artist Matt McCreary, On\u2019s new global campaign for the Cylon reuse and resale program illustrates product circularity through a citywide performance. McCreary\u2019s choreography involves shedding apparel and footwear that are immediately inherited by others, positioned to reframe the resale process as a communal rather than&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":37229,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[497],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/37228"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=37228"}],"version-history":[{"count":5,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/37228\/revisions"}],"predecessor-version":[{"id":37241,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/37228\/revisions\/37241"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/37229"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=37228"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=37228"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=37228"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=37228"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}