Directed by Nadia Lee Cohen – known for creating fictional characters and worlds in her work – On’s new ad stars Hollywood actor and brand ambassador Zendaya in a fictional trailer for a non-existent sci-fi film called Zone Dreamers.

There are plenty of humorous touches that takes Zone Dreamers beyond your average sportswear ad, from the goofy prosthetics and camera angles to the retro music and 90s-style trailer voiceover (delivered by a space appropriate narrator). Considering Zendaya’s role in sci-fi epic Dune, it shows some willingness not to take herself too seriously, making it all the more enjoyable.

The range is styled by Zendaya’s long-term creative partner Law Roach, the same stylist behind her internet-breaking Mugler red carpet fit, who also designed custom spacesuits for the trailer, helping to zhuzh up On’s range. Yet there’s a refreshingly hands-off approach to promoting the products in the film, focusing first and foremost on entertainment.

While On has adopted a fairly traditional approach to advertising in the past, with sleek videos and aspirational sports documentary-style content, this marks the latest in a growing series of unconventional spots from the brand, including February’s ad featuring Elmo playing the role of sport’s gentlest hypeman.

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