Olympics 2024: How Top Brands Played the Game

As the world feels more divided, the Olympic Games remain a powerful symbol of global unity, bringing people together from all corners of the earth. Brands celebrate this unity by sharing stories that cross cultures and connect us all through heartwarming ads, both old and new.?

What makes an ad campaign so powerful that it stops people in their tracks, leaving them captivated and emotionally moved? While a brilliant big idea and top-notch execution are important, a creative strategy rooted in a deep understanding of the audience is what truly makes the difference.

Every four years, the Summer Olympics become a stage for some of the most inspiring marketing campaigns that small business owners can learn from. Brands like Nike, Alibaba, and McDonald’s excel at connecting with their audiences by sharing inspiring and resonating stories.

At DottsMediaHouse, we research trends and insights to share with our clients and audience. So, we have analysed the top brands that made a splash during the 2024 Paris Olympics.

Olympics 2024: 7 Top Brands That Played the Game

Although the Olympic Games Paris 2024 ended on August 11th, the inspirational strategies used by these brands remain relevant. We listed the seven brands that delivered standout Olympic ad campaigns, explaining the impacts on their audiences and how you can adapt their strategies to market your business.

1. Nike: Winning Isn’t for Everyone

Nike has once again captured global attention with its bold campaign, "Winning Isn’t for Everyone," launched alongside the opening ceremonies of the 2024 Paris Olympics. This campaign challenges traditional views on success, emphasising that winning is about much more than just crossing the finish line first.?

Nike highlights the passion, grit, resilience, and sacrifice required to achieve greatness, featuring iconic athletes like LeBron James, Serena Williams, Cristiano Ronaldo, Vini Jr., Jakob Ingebrigtsen and Sha’Carri Richardson, among others. The ad underscores that anyone can be a winner if they are determined to push through challenges.

Since its release, the campaign has sparked intense debate among viewers. While many applaud its message of perseverance, others criticise it for promoting a “win at all costs” mentality, normalising selfishness and narcissism. What do you think??

Despite the controversy, the ad for the Paris 2024 Olympics has already garnered over 2 million views, proving once again that “there’s no such thing as bad publicity.” Nike definitely knows how to generate buzz and stay at the forefront of sports culture.

Watch the creative ads for Nike’s Paris 2024 Olympics campaign below:

2. Hyundai: It’s OK

Hyundai took a different approach for the Paris 2024 Olympics with its emotionally resonant campaign, "It’s OK." Departing from the usual focus on athletic triumph, this campaign encourages finding joy in the journey, even if it means stepping away from a particular sport to explore new passions. The ad showcases Hyundai's award-winning SUVs like the Palisade, Tucson, Santa Fe, and IONIQ 5, but its real focus is on the emotional well-being of young athletes.

Through relatable stories of children expressing doubts about sports and parents offering unconditional support, Hyundai emphasises the importance of mental health and personal happiness. The campaign concludes with a powerful message: "Never give up on finding what you love."

Hyundai’s strategy contrasts sharply with other Olympic sponsors, like Nike, appealing to audiences looking for more uplifting and empathetic narratives. Plus, it resonates particularly well with parents and young adults who have faced similar pressures, making it a standout in this year’s Olympic advertising lineup.

Watch the creative ads for Hyundai’s Paris 2024 Olympics campaign below:

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3. Oura: Commit to Your Body with Oura Ring

Oura, the Finnish company known for its smart ring, recently unveiled its first major ad campaign, and it’s making waves with its gentle and heartfelt approach. Unlike the usual flashy sports commercials, Oura’s ad tells a quiet, emotional story of a woman’s commitment to herself. Created by Goodby Silverstein & Partners (GS&P), the spot debuted during the 2024 Summer Olympics and stands out with its unique message of self-acceptance.

In the creative ad, directed by Alfred Marroquin, the woman speaks a vow to her own body, saying, “I take you, body. In sickness and in health,” echoing the words of traditional marriage vows. This powerful statement highlights the importance of cherishing and nurturing the relationship we have with our bodies, rather than just pushing them to perform.

As other wearable tech brands focus on driving people to do more, Oura’s campaign offers a refreshing reminder to simply connect with and honour our bodies, “for as long as we shall live.”

Watch the creative ads for Oura’s Paris 2024 Olympics campaign below:

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4. Omega: We Measure

Omega, the luxury watchmaker and “Official Timekeeper of the Olympics”, has reimagined Paris as a fantastical sports arena in their latest ad campaign, “We Measure.” This captivating advertisement transforms iconic Parisian landmarks into surreal settings and backdrops for athletic feats, blending the city’s rich culture with the spirit of the Olympics.?Omega campaign features olympics athletes including high jumpers like Gianmarco Tamberi and pole vaulters like Mondo Duplantis soaring over the Arc de Triomphe and the Sacré-C?ur Basilica respectively. Golfers like Céline Boutier tee off from Notre-Dame, and sprinters like Erriyon Knighton race through the historic cobblestone streets.

With an exclusive track from French rapper SDM, the ads highlight Omega’s prestigious role as the Official Timekeeper of the Olympic and Paralympic Games. With cutting-edge technology like the Scan’O’Vision Ultimate photofinish camera, Omega has timed 31 Olympic Games and 32 Paralympic Games with precision.

We believe the premium brand is a trendsetter in various areas, from showcasing its luxury watches to setting a new standard in creative sports marketing trends.?

Watch the creative ads for Omega’s Paris 2024 Olympics campaign below:

5. Corona Cero: Golden Moments

Corona Cero, making history as the first-ever global beer sponsor of the Olympic Games, launched a campaign that celebrates the ‘golden moments’ we experience at the Olympic games and in everyday life.?

Their campaign draws inspiration from the unforgettable achievements of Olympians, like breaking records and winning medals, and compares them to the golden moments we all cherish—like watching breathtaking sunsets and sharing a meaningful experience with loved ones.

By focusing on these universal moments of joy and accomplishment, Corona Cero’s campaign encourages people to appreciate the simple, yet profound, moments in their daily lives. Furthermore, the advertisement honours the pinnacle of athletic achievement and promotes themes of relaxation, moderation, and celebration. Through this approach, Corona Cero reinforces its mission to bring people together to savour the special moments that make life golden.

Watch the Corona Cero's Paris 2024 Oympics creative ad here: Corona Cero’s Paris 2024 Olympics campaign

6. Powerade: The Vault

Powerade, the sports drink brand owned by Coca-Cola, launched an inspirational global campaign featuring Olympic gymnast Simone Biles. At the heart of the campaign is an emotional ad titled "The Vault," inspired by Biles' journey as a professional athlete and the expectations involved.?

The spot shows Biles as she prepares for her routine, tuning out the noise of media commentary and focusing on her craft. The ad closes with Biles reminding herself to “do it for the little girl,” as the camera cuts to a young girl watching from the stands, full of admiration.?

Athletes often walk a fine line between reaching their breaking point and pushing through to achieve greatness. It i s the extra effort, the sacrifices, and the resilience to keep going that separate the athletes who represent their countries and chase the gold from those who walk away.

Generally, “The Vault” campaign is a celebration of the strength it takes to overcome adversity and the importance of mental health in the pursuit of greatness.?

Watch the creative ads for Powerade’s Paris 2024 Olympics campaign below:

7. Google: Dear Sydney

Google unveiled a heartwarming campaign "Dear Sydney" during NBC’s Opening Ceremony, featuring track star Sydney McLaughlin. McLaughlin, who set a world record in the 400-meter hurdles in 2021, has become a role model for countless young athletes. So the creative advertisement focused on a young girl whose dreams are inspired by McLaughlin's achievements.?

Told from her father’s perspective, the campaign shows how Google’s AI model, “Gemini,” helps the girl write a letter to her mentor, symbolising the girl's power and inspiration.?

In the ad, the father asks Gemini to assist his daughter in composing a letter to Sydney McLaughlin. His voiceover narrates the girl’s admiration, as she boldly declares her intention to one day break McLaughlin’s world record. The ad is set to the uplifting tune of Eve’s "Who’s That Girl?"

While the campaign intended to show how AI can enhance meaningful connections, it instead attracted backlash. Many viewers interpreted the ad as promoting AI as a replacement for genuine human effort, especially in the context of a child’s heartfelt message to her idol.

Despite the hitted criticism, “Dear Sydney” ad remains available on YouTube, but it was pulled from TV broadcasts after the first week of the Olympics. Speaking of bad publicity still getting the job done, millions of global viewers now know about “Gemini” and are likely to explore the generative AI chatbot.?

Google’s campaign, though polarising, underscored its commitment to celebrating the next generation of female athletes and the role of technology in shaping their futures.

Watch the creative ads for Google’s Paris 2024 Olympics campaign below:

Wrapping Up

We hope you enjoyed our roundup of the top seven brands that got attention with their marketing campaigns during the 2024 Olympics. This period presented unique challenges for marketers with budgets and high expectations, as well as fast-changing market conditions.?

However, these seven brand examples demonstrated that creativity and strategic thinking can still create marketing magic. You can learn from their approaches and elevate your campaigns from meh to marvellous.

Which ad campaign inspired you the most? Share your thoughts in the comments below.?

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