As the dust settles on the highs and lows of Euro 2024 (where we happened to correctly predict Spain as the champions!), the global sports advertising arena braces itself for another massive event – the 2024 Olympic Games in Paris. Against the backdrop of the City of Lights, this month-long athletic celebration promises not only gold medals and world records galore, but also a captivating flurry of marketing creativity.
While the Euros saw brands tapping into authentic fan insights, the Paris 2024 Games shift the spotlight. Here, it’s not just about logos and slogans, it’s about the athletes – their grit, their dreams, and their journeys. As the world’s best gather to compete, brands also jostle for a coveted spot in the narratives that will unfold.
Relevant Insights
This summer, Paris is the stage for some incredible brand campaigns. Let’s explore some of the key themes and strategies that brands are using to shine – and stand out.
Unity, love, and respect
As one of the main sponsors of the Olympic Games, Coca Cola released the brilliant “It’s Magic When the World Comes Together” ad campaign. Inspired by a poignant moment at Tokyo 2020, the ad features swimming champion Tatjana Schoenmaker embraced by her rivals after breaking the world record in the 200m breaststroke. The ad emphasises that, even as competitors, what really matters is respect, love, and togetherness – the true Olympic spirit.
Speaking of emotional campaigns that drive results, P&G’s superb “Thank you, Mom” ad captivated audiences worldwide in 2012. This tear-inducing spot not only captured hearts but also wallets, contributing to a $500 million sales surge for the brand.
Overcoming adversity
Nike is the undisputed leader when it comes to partnering with athletic superstars. Their latest campaign for the 2024 Olympics, “Am I a Bad Person?“, is another standout. The ad delves deep into the emotional toll of striving for athletic excellence, featuring a star-studded lineup that includes LeBron James, Cristiano Ronaldo, and Serena Williams, to name a few.
Adidas, not to be outdone this year, has also launched a campaign centred around overcoming adversity. Interestingly, Adidas took a more uplifting tone than Nike’s gritty approach although it remains to be seen which brand will ultimately leave a more lasting impression on viewers.
Prestige and heritage
Louis Vuitton’s partnership with the Paris 2024 Games is a match made in luxury heaven. The brand’s craftsmanship takes centre stage as it creates bespoke trunks to house the prestigious Olympic medals. This display of artistry perfectly encapsulates Louis Vuitton’s strategy of merging heritage with high-profile events to solidify its status as a global luxury leader.
Omega, another master of its craft, has also captured the essence of the Paris Games. Their ad seamlessly blends the athleticism of Olympians with the city’s architecture, art, and culture. In doing so, Omega reinforces its position as the timekeeper of choice for the world’s greatest sporting event.
Beyond the brand
Fans of The Boys will get a kick out of seeing the popular TV show’s character, The Deep, pop up in an Olympics Ad. Vought International’s YouTube channel, a platform often used for both in-universe promotion and real-world commentary, has cleverly inserted their fictional corporation into the global spotlight. Debuting days before the Olympic games began, the ad aimed to extend the buzz generated by the show’s latest season finale.
It might seem odd at first to run a product-free ad, but it’s a clever strategy given The Boys is an Amazon Prime exclusive. While Amazon isn’t an official Olympic sponsor, this ad places the company front and centre during a globally watched event. It’s a prime example of indirect marketing, capitalising on a popular topic without traditional sponsorship.
Broadcasters highlight
As the official Irish broadcaster for the Olympic games, RTÉ launched a new ad showcasing the talent and dedication of its broadcasting team. Featuring Taekwondo star Jack Wooley and his signature scorpion kick, the campaign highlights the broadcaster’s commitment to delivering an unforgettable Olympic experience.
BBC has also outdone itself with its beautifully animated spot, “The City of Love“. A standout in this year’s Olympic advertising, the ad creatively blends sports, romance, and humanity against the romantic backdrop of Paris. Its clever writing and stunning visuals create a truly unforgettable video.
The true stars of the show
While these creative campaigns capture the spirit of the Games, the true stars of the show are the athletes themselves.
Ireland is sending its largest ever Olympic team of 133 athletes to Paris, a historic moment for Irish sport. As the nation comes together to support our boys and girls in green, we wish them the very best of luck. May their hard work and dedication be rewarded with extraordinary achievements.
On your marks!
About the author
Zung Tran is a Digital Marketing Manager with Cullen Communications. Zung specialises in performance online advertising, web strategy, and digital innovation.
