From Simone Biles somersaulting off the vault, to Alex Yee’s epic triathlon and a 100m sprint so fast you barely had time to blink – there’s no doubt that the Paris 2024 Olympics has showcased the elite of the elite when it comes to sporting prowess.
Behind it all, with a focus on capturing attention between the noise, the elation and the heartbreak, the advertising giants have been gunning for victory too.
Although there’s no podium for adland at Paris 2024 — industry creatives from St Luke’s, elvis, Dark Horses, Shape History and more give their take on which campaigns would have made the advertising podium for the Paris Olympics 2024 – if there was one, of course.
Categories (or events, if you like) include Purpose, Effectiveness, Attention, Star Power and ‘Brandwagon’.
Purpose: Campaign with the most positive social impact
Gold – Channel 4 ‘Considering What?’
Zoe Dawson, associate creative director, Shape History – “Gold goes to Channel 4 for a campaign that has everything you want from a Paralympics ad – beautiful, un-compromised sportsmanship with a side of embracing being different.
“This spot does it by owning the insight (yes, people do say “considering” rather a lot), showcasing all the skill, grit and madness we come to expect from all athletes, and bravely breaking the mould with incredible art direction and a no-idea-what’s-coming-next film.”
Silver – IOC, ‘One In A Million’
Brandstand head of production Ed Pettit – “Thought-provoking work which immediately got me googling to better understand the story behind the Refugee Team. A well-executed narrative that makes you want to discover more.”
Bronze – Samsung ‘Open’
Bandstand head of production Ed Pettit – “Clever use of ad formats on social to bring Samsung products to life”
@samsung Nominate individuals who embrace the value of openness for the medal. #TeamSamsungGalaxy #Openalwayswins #Paris2024 #Samsung ♬ 오리지널 사운드 – Samsung
Effectiveness: Most noise, most conversions
Gold – Nike, ‘Winning isn’t for Everyone’
elvis creative director Alexandru Vasile – “Nike’s hard-hitting message generated a lot of conversation. Perfectly timed for the Olympics, the brand advocating that greatness is for everyone, reminds us that winning is not. Am I a bad person for loving it? Am I?”
Silver – BBC Official Paris 2024 Olympic Games trailer
Bandstand head of production Ed Pettit – “If you are going to do animation, then Goby of Gorilaz fame is the best. Described as a ‘love story about sport’ you can see the craft that has gone it to this Edith Piaf sound tracked masterpiece. Pat on the back to BBC creative for this memorable work.”
Bronze – Aldi ‘Has Kevin met his match?’
Shape History associate creative director, Zoe Dawson – “Bronze I’ll give – somewhat begrudgingly – to Aldi. I personally am a little sick of that carrot, but I’d be lying if I said I wasn’t impressed that the creative team behind his success has continued to find new ways to play with him. When it comes to regular families relating to – and chatting about – Olympic ads, I reckon he’s taken the (carrot) cake. Sorry.”
Attention – Campaigns that got everyone talking
Gold – Nike ‘Winning isn’t for everyone’
St Luke’s joint creative officer Al Young – “Nike’s “winning isn’t for everyone” leans into encouraging effort by reminding us it can boil down to the individual’s willingness to be uncompromising in the pursuit of becoming the very best.”
“This campaign is the Nike of the 1990s, self-seeking, glory-hunting, victory-at-all-costs. It’s perfect for the Olympics because team events are outnumbered by individual events at a ratio of 4:1.”
Silver – Babybel ‘Let the Goodness Begin’
Bandstand head of production, Ed Pettit – “Some people stick faces looking out of Aeroplane windows on billboards. Others stick rubber coated snacks flashing a bit of cheese. Apart from offering up a challenge to drunk billboard vandals with good high jump skills this work embraces the OOH format.”
Bronze – Aldi, ‘Has Kevin Met His Match?’
Brandwidth senior designer Viran Boyagoda – “This Aldi ad has an almost magical Christmas vibe, a brilliant brand extension of Kevin the Carrot. This slick, high-quality animation is a fun use of the household favourite character, with Olympic athletes helping Kevin on his quest. The Chariots of Fire reference is a nice touch.”
Star Power – Best inclusion of Olympians
Gold – Natwest
Songtradr manager of creative development Hannah Crawford -“Natwest takes gold—using a banger of a track, which is perfect in lyrics and pace. Bringing the athletes to the masses feels appropriate for how we engage with the Games.
“MassiveMusic London licensed this track for the film, which celebrates community and togetherness at the Games, hitting all the right emotional notes of joy and friendship, alongside competition.”
Silver – Old El Paso Behind the Scenes
St Luke’s joint chief creative officer Al Young – “Which brand’s ad best develops harmony? Controversially perhaps, I’d say it’s Old El Paso’s “behind the scenes films” for Fajita Friday. Here we see TeamGB members heading home for messy, Mexican suppers with their families. It’s way better than the glossy TV ad in the same campaign, because they show the real world homes these real people inhabit.”
“Some homes are posh, some a long way from posh – but all the authentic places where our Olympians live. It’s inspiring because it normalises, it brings heroes down to earth and reveals them as normal human beings who love time with their families. It’s not not about dignity, but it is about harmony.”
Bronze – Powerade, ‘The Vault’
Bandstand head of production, Ed Pettit – “A touching tribute to family, perseverance, and to never stop believing in yourself’ Is a perfect description of this work for Powerade featuring the incomparable Simone Biles.”
On Brandwagon – Most inventive brand link
Gold – Jacquemus
@jacquemus #Grandpacore ♬ original sound – SPRINTFUSION
Dark Horses Ellis McKenzie and Jezebel Kerr – “Old people? Jumping through handbags? Groundbreaking. Jacquemus have done it again with their weird and wonderful branding. We just wish there was more of it.”
Silver – Louis Vuitton’s Olympic and Paralympic Games Medals Trunks
Bandstand head of production, Ed Pettit – “When I first read about Louis Vuitton ‘trunks’ I went straight to an image of Speedos… turns out the creative tells the story of trucks of the luggage form.
“Embracing Parisian craftsmanship with a close-up lens, this work solves the issue that so much of us face – what to do with all your Olympic medals when traveling? A. Stick them in your LV trunk of course!”
Bronze – Samsung’s Victory selfies
Hyjinks co-founder and CCO Tamryn Kerr – “This is a very clever idea that has seen Samsung phones used by the world’s best athletes during key Olympic moments. The idea is offering those on the podium the Galaxy Z Flip 6 folding phone to take a ‘victory selfie’.
“I have no doubt that being an official sponsor would have cost Samsung a fortune but this idea has helped to make it worth it.”