Watch: Best 2024 Olympics & Paralympics ads

NBCUniversal has also reported that advertising revenue for the Paris Olympics and Paralympics has already surpassed the record $1.25bn set during the Tokyo 2020 Games.

With the stakes high and visibility heightened, both iconic brands and emerging names are stepping up with creative and impactful messages.

Amazon Prime’s new ad celebrates the Games by capturing the competitive spirit of sports, while the NFL’s latest campaign celebrates the future inclusion of flag football in the 2028 Olympics.

Here’s a look at some of the most memorable and innovative campaigns so far. Be sure to check back regularly as we update this list throughout the season.

Apple: Designed on the iPad

Apple’s latest outdoor campaign, created by TBWA\Media Arts Lab London, features French illustrator Simon Landrein’s vibrant caricatures, showcasing people in dynamic, everyday scenarios. Landrein crafted all the illustrations using Apple’s latest iPad Pro after being inspired by the 2024 Paris Olympics. The bright, bold visuals have resonated with the public, sparking significant social media engagement and appreciation. The campaign is currently making waves on the streets of Paris and Marseille, highlighting the iPad Pro's creative capabilities through its cartoonish and imaginative scenes.

Wayfair: House to Home

Wayfair Inc. has partnered with former Olympic gymnast Shawn Johnson East for a new installment of its ‘House to Home’ video series. In this collaboration, Johnson East, who also featured in Wayfair’s ‘Welcome to the Wayborhood’ campaign, showcases her Nashville home transformation with Wayfair’s furnishings. Highlighting her balance of functionality and design, Johnson East’s home features neutral, washable fabrics and versatile pieces like the Joss & Main Shae Dining Table and Wade Logan Carrrena Swivel Armchair. The series, photographed by Todd Selby, is now live on Wayfair’s digital, social platforms and print catalog.

Amazon Prime: The Best

Amazon Prime and Wieden+Kennedy London’s new ad, titled ‘The Best,’ celebrates women and sports by highlighting the intense competition between twin sisters. Inspired by the rivalry they see while watching a National Women’s Soccer League game on Prime Video, the sisters use Prime to energize their own on and off-the-field sibling rivalry. Directed by Michael Spiccia, the ad premiered during Olympic coverage in North America and features Prime’s benefits like Prime Video and fast, free delivery. The ad is part of the larger ‘It’s on Prime’ global brand platform, which emphasizes how Prime adapts to every member’s unique interests and life stages. A long-form version of the spot will be released later this month.

NFL: Light it Up

The NFL’s new campaign, ‘Light It Up,’ features Philadelphia Eagles quarterback Jalen Hurts and celebrates the official inclusion of flag football in the Los Angeles 2028 Olympic Games. In the campaign, Hurts ignites the LA Coliseum torch with a flaming football, symbolizing the sport’s Olympic debut. This dynamic visual, reminiscent of the iconic 1992 Barcelona Olympics, not only marks a historic moment for flag football but also builds excitement for its future on the global stage. The campaign's creative concept was developed in-house by the NFL and executed in collaboration with Untold Studios in LA.

Samsung: Open Always Wins

Samsung Electronics’ ‘Open Always Wins’ campaign celebrates the brand’s commitment to openness and its alignment with the Games’ values. The ad highlights the extraordinary achievements of athletes like Para sprinter Johannes Floors and skateboarder Aurélien Giraud, as well as street performers, showcasing how openness leads to remarkable possibilities. Samsung’s campaign underscores its long-standing partnership with the Olympics. The brand also unveiled the Olympic rendezvous @ Samsung | Champs-Elysées 125, a showcase designed by architect Jean Nouvel, featuring interactive elements and reflections that celebrate new perspectives and technological advancements.

Omega: Official Timekeeper of the Olympics

Omega’s new ad, ‘Official Timekeeper of the Olympics,’ reimagines Paris as a dreamlike sports arena, where iconic landmarks become the stage for surreal athletic feats. Athletes like Gianmarco Tamberi and Mondo Duplantis perform extraordinary jumps over the Arc de Triomphe and the Sacré-Cœur Basilica, while Céline Boutier tees off from Notre-Dame and Erriyon Knighton sprints across cobblestone streets. Accompanied by an exclusive track from French rapper SDM, the marketing campaign underscores the luxury watchmaker’s esteemed role as the Olympic and Paralympic Games' Official Timekeeper, celebrating 31 Olympic Games and 32 Paralympic Games with cutting-edge technology, like the advanced Scan’O’Vision Ultimate photofinish camera.

BBC: Welcome to the City of Love

BBC’s spot, ‘Welcome to the City of Love,’ is a stunning 2D animated film directed by Fx Goby of Nexus Studios. Set to the iconic French music of Edith Piaf, the ad parallels romantic love with the passion athletes have for their sports, featuring 58 shots and 36 athletes in 60 seconds of dynamic animation. Collaborating closely with BBC Creative, Goby and his team crafted an artful tribute to the Olympic spirit, continuing the legacy of BBC’s award-winning Olympics campaigns. The choice of 2D animation underscores the film’s universal appeal and hand-crafted artistry, making it a moving celebration of sports.

Louis Vuitton: Paris 2024 Medals Trunks

Louis Vuitton, a premium partner of the Olympics, has unveiled its latest ad, ‘Paris 2024 Medals Trunks.’ The spot begins by showcasing athletes in action before shifting focus to the custom-made trunks designed to hold the prestigious medals of the Games. The ad then pays homage to the luxury house’s Parisian roots, through iconic landmarks such as the Musée d’Orsay and the Arc de Triomphe, celebrating both the elegance of the brand and the spirit of the host city.

Microsoft: Microsoft They Say

During the Super Bowl 2024, Microsoft captivated audiences with ‘Watch Me,’ a campaign under its decade-old ‘Empowering us all’ platform, showcasing how AI can help people achieve their dreams. Building on this momentum, Microsoft is set to unveil ‘Microsoft They Say,’ a follow-up campaign by Panay Films, during the Olympic opening ceremony on July 26. Directed by Panay Films and edited by Kevin Anderson and Michael Klugman, this new spot highlights the transformative power of Copilot in everyday life. Whether it’s conquering a massive ocean wave, synthesizing morning meetings, or helping a son become a boxing champion, the campaign suggests that Copilot can empower individuals to excel in every facet of their lives, work and play.

Google: Dear Sydney

Google is uneiling its empowering new campaign, ‘Dear Sydney,’ during NBC’s Opening Ceremony. Featuring track star Sydney McLaughlin, whose world record in the 400-meter hurdles in 2021 has inspired countless young athletes, the ad centers on a young girl whose dreams are fueled by McLaughlin’s achievements. Through her father’s perspective, the campaign highlights how Google’s AI model, Gemini, helps the girl write a letter to her hero, symbolizing the power of inspiration and girl power. Set to the energetic tune of Eve’s "Who’s That Girl?", the campaign underscores Google’s commitment to supporting and celebrating the next generation of female athletes.

Super League: Olympic World

Super League, a publisher of digital immersive games, has partnered with the International Olympic Committee (IOC), VISA, and EverGame to launch ‘Olympic World,’ the first environment on Roblox featuring Olympic and Paralympic intellectual property. The virtual space offers players the chance to explore the Olympic spirit through various games, activities, quests, and events, including Olympic-inspired mini-games and access to virtual products in the Olympic Shop. With over 77 million daily active users on Roblox from 190 countries, more than half of whom are Gen Z, this initiative aims to engage a global audience increasingly connecting in the virtual world. Regional environments for the US and Brazil will also be available, with Team USA and NBCUniversal launching Team USA Obby and MRH Globo introducing ‘Destino Pari’ in Brazil.

Kids Help Phone: Even Champions Need Champions

Kids Help Phone, a 35 year old hotline for young people to reach out for mental health support any time, in partnership with McCann Canada, has launched the ‘Even Champions Need Champions,’ introducing the 686868 Circuit—a modular exercise circuit designed to merge physical fitness with mental health awareness.

For 35 years, the number 686868 has been a lifeline for youth reaching out for support via text. Now, this campaign transforms those numbers into a symbolic workout, turning the routine act of counting reps into a reminder for young athletes to express their emotions. The hero film, directed by Mark Zibert, features athlete ambassadors like Andre De Grasse, William Nylander and Penny Oleksiak, along with real youth, highlighting the often-overlooked challenges of sport such as self-doubt and criticism, while et Queen’s ‘We Are the Champions’ plays in the background.

Molson Coors: Sponsor the Parents

Molson Coors, a partner of Team Canada, has launched a new campaign by Rethink, ‘Sponsor the Parents,’ to support a crucial yet often overlooked group: the parents of Team Canada athletes. Recognizing the immense dedication it takes to raise world-class athletes, the ad highlights the parents’ efforts, from early morning practices to extensive travel for competitions.

Molson’s campaign signs nine Team Canada parents to endorsement deals, offering them perks typically reserved for pro athletes, including paid contracts, starring roles in commercials, and documentation of their journey in Paris on Molson’s social media channels. Among the sponsored parents are Tony and Fiona Di Stasio, Joe and Rachelle Clay, Travis and Susan Wog, Lynda South-Simoneau, and Nancy Tan and Michael Yang. Molson invites everyone to raise a Molson in support of these unsung heroes of Team Canada.

Michelob Ultra: Summer of Team USA

Michelob Ultra is supporting Team USA as the Exclusive Beer Sponsor for the Olympic and Paralympic Games Paris 2024. This sponsorship marks the brand’s largest summer program in history, capitalizing on its record market share achievements. The ‘Summer of Team USA’ campaign will feature select Team USA athletes, such as Sabrina Ionescu and Rose Lavelle, who will provide fans with exclusive content and live appearances from Paris. The campaign includes two new TV spots, ‘Brewed Here’ and ‘Home Team,’ created by Wieden+Kennedy, and new packaging with the Team USA emblem. Another part of the campaign includes brand activations, such as broadcast integrations, a full linear takeover and events at Rockefeller Plaza and Team USA House in Paris. Additionally, Michelob Ultra will participate in the Order of Ikkos Ceremony, giving fans access to Team USA athletes celebrating their achievements.

Knix: Sport Your Period

Intimates and apparel brand Knix, in collaboration with Rethink, has launched the ‘Sport Your Period’ campaign featuring Megan Rapinoe to normalize conversations about periods in sports and reward athletes for their period advocacy. The initiative addresses various significant issues: one in two teens will skip sports or drop out because of their period, 99% of athletes have competed on their period at an international competition, 75% fear leaking while competing, and over 64% feel uncomfortable discussing their periods with coaches. To break this silence, the brand will pay eligible athletes up to $2,000 each for publicly speaking about their periods and the sport they play. With the spotlight on athletic achievement this summer, the campaign empowers athletes to share their stories and inspire a new generation of confident competitors.

Accor: Crafting Treasured Memories

Accor, a hospitality brand and Premium Partner of Paris 2024, has launched ‘Crafting Treasured Memories,’ a new campaign by Havas Play, showcasing its vision of hospitality for the 2024 Paris Olympics. The work includes a main film directed by Vincent Lobelle, two short formats, and visuals shot by Aurélien Chauvaud, all featuring the ‘crafting treasured memories’ tagline.

Highlighting the dedication of Accor’s 40,000 Heartists across its 1,700 hotels in France, it follows stories of staff going above and beyond to create memorable experiences for guests, from a concierge on an extraordinary adventure to cheer up a little girl to a dexterous waitress preventing a disaster. Running from June 23 to September 15, the campaign will be shown on TV, digitally, and on billboards in train stations and airports, targeting both French and international travelers. Additionally, Accor is rolling out a media plan with France Télévisions for the 2024 Paris Paralympic Games, promoting inclusion and supporting disabled athletes.

Aldi: Has Kevin Met His Match?

Kevin the Carrot has become a holiday staple for Aldi, charming audiences each Christmas with his heartwarming tales and adventurous spirit. Traditionally, the carrot and his family find themselves in various festive predicaments, with Kevin typically saving the day. However, this year, the world called on him five months early, and naturally, he had to answer.

Nulo: Every Dream They Hold

Pet food brand Nulo has launched ‘Every Dream They Hold,’ a new campaign featuring elite Team USA athletes including Simone Biles, Caeleb Dressel and Gabby Thomas ahead of Paris 2024.

This 60-second television spot, airing on NBCUniversal and ESPN, showcases the unbreakable bond and mutual support between athletes and their pets. Directed by Kelly Lipscomb and part of Nulo’s broader ‘Fuel Incredible’ messaging platform, the ad highlights how pets provide emotional support and companionship, aiding athletes in their pursuit of excellence.

The project includes digital media, print and television ads. It was created by Nulo’s in-house creative team and directed by Kelly Lipscomb of Widespread Creative.

Coca-Cola: It’s Magic When the World Comes Together

Coca-Cola’s new campaign, ‘It’s Magic When the World Comes Together,’ created by WPP Open X and Ogilvy, showcases camaraderie between swimmers in the women’s 200-meter breaststroke race, reflecting cross-cultural connection at this year’s Olympic and Paralympic Games in Paris.

The film sees global spectators enjoying the race with Coca-Cola, culminating in a heartwarming embrace – even including two astronauts hugging in space.

This campaign is supported by real-time digital content spotlighting hugs from Paris, and also features a limited France-exclusive Coke can design. Fans can participate in the fun, with special opportunities to win merchandise.

Warner Bros. Discovery: Break Free

Warner Bros. Discovery kicked off a pan-European campaign, ‘Break Free,’ on July 8, ahead of its 2024 Olympics coverage. The initiative celebrates Paris and encourages fans to enjoy the Olympics in their own way.

The hero spot begins with a man running through Paris – and almost colliding with Olympic runners – then transitions to a collage of moments where viewers immerse themselves in Olympic sports.

Another spot, ‘Home Crowd,’ aims to support the Refugee Olympic Team, featuring a choir that includes team members, singing a re-recorded version of David Bowie’s ‘Heroes.’ The 60-second film, created by AKQA London, is running in 50 European countries and in 20 different languages.

Nike: Winning Isn’t for Everyone

Nike’s new campaign, ‘Winning Isn’t for Everyone,’ created by Wieden+Kennedy, continues the brand's 50-year legacy of inspiring athletes through powerful storytelling.

This campaign redefines the winning mindset for a new generation, emphasizing that anyone can be a winner if they have the drive. Showcasing athletes like LeBron James, Serena Williams, Giannis Antetokounmpo, Qinwen Zheng, A’ja Wilson, Vini Jr., Jakob Ingebrigtsen and Sha’Carri Richardson, the work highlights the grit, determination, sacrifice and passion required to reach the top. Debuting on July 19, it features an anthem film narrated by Willem Dafoe and directed by Kim Gehrig, along with athlete extension films, key visuals, TikTok extensions and out-of-home ads.

Figs: Anatomy of a Champion

Medical apparel brand Figs has launched its largest campaign to date, ‘Anatomy of a Champion,’ celebrating the Team USA Medical Team at the Olympic and Paralympic Games Paris 2024.

Created by Mother, the campaign portrays the USA Medical Team as the builders of record-breaking bodies and stars 14 real medical professionals. With the tagline ‘It takes heart to build bodies that break records,‘ the film juxtaposes the dynamic reality of treating athletes. It features an evolved nursery rhyme about human anatomy to highlight providers‘ devotion and expertise.

Filmed at the US Olympic & Paralympic Training Center in Colorado Springs, the campaign features 14 healthcare professionals and six athletes, including Olympians and Paralympians, paying tribute to all medical professionals and honoring the commitment of the healthcare community.

Eurostar: Let the Games Begin

Eurostar’s ‘Let the Games Begin’ campaign for the Paris Olympics stars comedian Tom Allen, and aims to boost ticket sales while highlighting the high-speed rail service as the official travel partner for Team GB and ParalympicsGB.

Created by Adam & Eve/DDB and DDB Paris, with creative direction by Paula Hochberg, the 20-second film features Allen alongside athletes and travelers on their journey to Paris. The spot, set on a Eurostar platform, humorously presents Allen dressed as a guard, providing sports-style commentary about a passenger boarding the train. The campaign will run until the end of the Paralympics on September 8.

The International Olympic Committee: One in 100 million

The International Olympic Committee (IOC) has launched the next stage of its campaign to support the IOC Refugee Olympic Team.

Olympian Yusra Mardini, who escaped from Syria during the civil war and competed for the first Refugee Olympic Team in Rio in 2016, shared her story at the Cannes Lions International Festival of Creativity in June.

This led to the announcement of the campaign’s second phase, led by Gravity Road. This phase includes global digital and outdoor executions to raise awareness, a TikTok-driven video campaign across Europe and the US and a Snap lens that responds to fans making a heart shape with their hands.

Ōura: Commit to Your Body with Ōura Ring

Ōura, the Finnish healthtech company behind the popular smart ring, has launched its first brand spot. The ad spotlights the emotional story of one woman’s commitment to herself.

This campaign, created with Goodby Silverstein & Partners (GS&P) and running during the summer Olympics, stands out from often loud and brazen sports commercials by offering a gentle approach to wearable tech. The spot, directed by Alfred Marroquin, features the words “I take you, body. In sickness and in health,” subverting traditional marriage vows to emphasize the value of self-acceptance.

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