Our 8 Favorite Ad Campaigns of the 2024 Olympic Marketing Season
The 2024 Paris Olympics weren’t just about breaking records on the track; brands also brought their A-game with olympic marketing campaigns that embodied the spirit of the Games. From the mesmerizing opening ceremony to those unforgettable athletic feats (we see you, “pommel horse guy”), this Olympic season was a marketer’s dream.
Global brands tapped into the excitement, delivering innovative, emotionally charged, and sometimes downright quirky campaigns that left a lasting impact. In a sea of ads, some stood out for their creativity, emotional depth, and sheer memorability.
From animated storytelling to AI-powered tributes, here are eight of our favorite campaigns that defined this year’s Olympic marketing season.
1. BBC: “Welcome to the City of Love”
BBC took an artistic approach by ditching real-life footage in favor of a stunning 2D animated film. Directed by Fx Goby of Nexus Studios, the ad was set to the iconic voice of Edith Piaf and seamlessly blended romance with the raw passion of Olympic athletes.
Featuring 58 different shots and 36 athletes in just 60 seconds, the ad transformed Paris into a vibrant playground where love and competition intertwined. A visual masterpiece, it reminded audiences that sports and emotions go hand in hand.
2. Coca-Cola: “It’s Magic When the World Comes Together”
Coca-Cola’s campaign centered on a universal truth: sports unite people. The ad followed the camaraderie between competitors in the women’s 200-meter breaststroke race, emphasizing the power of human connection.
The campaign extended beyond just a TV spot—real-time digital content captured moments from Paris, while limited-edition Coke cans and exclusive giveaways added to the engagement. The most heartwarming touch? A scene featuring astronauts hugging in space proves that the Olympic spirit knows no boundaries.
3. Omega: “Official Timekeeper of the Olympics”
Omega, a brand synonymous with Olympic marketing timekeeping, transformed Paris into a surreal sports arena. The Louvre became a swimming pool, the Arc de Triomphe a pole-vaulting post, and the Eiffel Tower a high-dive platform.
Featuring Olympic legends like Mondo Duplantis and Céline Boutier, the ad felt like an immersive video game with a uniquely Parisian twist. With an exclusive soundtrack by French rapper SDM, Omega reinforced its legacy while embracing modern storytelling.
4. Toyota: “Start Your Impossible”
Tears. Goosebumps. Inspiration overload. Toyota’s Olympic marketing campaign was an emotional rollercoaster, shining a spotlight on Paralympic athletes and individuals overcoming mobility challenges. The series of ads captured personal stories of resilience, proving that sports transcend physical limitations.
It was a powerful statement on inclusivity and determination, aligning Toyota’s mission of mobility for all with the Olympic spirit.
5. Samsung: “Open Always Wins”
Samsung’s campaign was all about breaking barriers. Featuring Para sprinter Johannes Floors and skateboarder Aurélien Giraud, the ad championed the idea that openness leads to endless possibilities.
By juxtaposing elite athletes with street performers, the campaign emphasized that greatness can come from anywhere. The message was clear: innovation, inclusivity, and a little bit of rebellion can lead to extraordinary achievements.
6. Google: “Dear Sydney”
Google tugged at heartstrings with a poignant tribute to American track star Sydney McLaughlin-Levrone. The ad follows a young girl who idolizes McLaughlin, narrated through her father’s words. The highlight? The father uses Google’s AI model, Gemini, to help his daughter craft a letter to her hero.
The campaign beautifully blended technology with human aspiration, making AI feel personal rather than robotic.
7. Knix: “Sport Your Period”
Knix took on a long-overdue conversation: menstruation in sports. The campaign, fronted by soccer icon Megan Rapinoe, highlighted staggering statistics—half of teenage girls skip sports due to their period, and 99% of elite athletes have competed while menstruating.
Knix didn’t just start a conversation; they put their money where their mouth is, pledging to pay athletes who advocate for period awareness in sports. It was bold, necessary, and perfectly timed with the global stage of the Olympics.
8. Eurostar: “Let the Games Begin”
In just 20 seconds, Eurostar delivered a witty, effective ad featuring comedian Tom Allen. The goal? Boost ticket sales while reminding viewers that Eurostar is the official travel partner for Team GB and ParalympicsGB.
Short, sweet, and straight to the point—sometimes, simplicity wins.
Cut to the chase
The 2024 Paris Olympic marketing season was a showcase of storytelling at its best. Whether through animation, AI, emotional narratives, or bold activism, these campaigns captured what makes the Olympics special: human connection, resilience, and the magic of competition.
If these ads are any indication, the future of sports marketing is bright—and just as thrilling as the Games themselves.
