Gold Medal Marketing: The Most Memorable Olympics Ad of 2024
The Olympics are one of those rare events that unite the entire world, even if just for a few weeks. There’s something truly magical about watching athletes from every corner of the globe push themselves to their limits, chasing dreams and representing their nations. It’s a time when people everywhere, including us at Conversion Digital, gather around the TV, setting alarms for the early hours to cheer on our Aussie competitors. Whether we’re at home or the office, there’s a shared excitement that fills the air as we support our athletes and revel in the spirit of the Games.
But while the athletes are going for gold in the heart of Paris for the 2024 Games, there’s another competition happening behind the scenes—one that’s just as fierce. Brands big and small are vying for our attention with ad campaigns that aim to capture the essence of the Paris Olympics.
Some of these campaigns have done more than just sell a product or service—they’ve told stories that resonate with us long after the flame has been extinguished. For example, humour, when employed well, drives involvement, as shown in the AAMI ad here:
which has become one of the most memorable Olympic ads in recent years. This campaign didn’t just promote insurance; it cleverly used humour to create a lasting impression that kept audiences engaged long after the Games had ended. These ads have made us laugh, cry, and feel a deep sense of connection to something bigger than ourselves.
So, grab a seat, maybe even a bowl of popcorn, and join us as we take a look back at some of the most memorable global ad campaigns from the 2024 Paris Olympics that have struck gold in the world of marketing!
1. Qantas x Australian Olympic and Paralympic Teams – “Already Proud”
Australia’s number one airline, Qantas, has a knack for creating deeply emotional ads that resonate strongly with Australians. Their latest campaign, “Already Proud,” for the Paris 2024 Olympics is no exception. This tear-jerking ad is a beautiful tribute to the nation’s Olympic and Paralympic teams, featuring eight incredible athletes from various sports, including Jamieson Leeson (Boccia), Ahmed Kelly (Para-swimming), Chris Bond (Wheelchair Rugby), Cortnee Vine (Football/Soccer), Ariarne Titmus (Swimming), Matt Denny (Discus), Maurice Longbottom (Rugby 7’s), and the Australian Artistic Swimming Team.
Australia has historically been a powerhouse in sports like swimming and rugby, and this campaign beautifully highlights the nation’s pride in its athletes. By showcasing them in their hometowns, surrounded by the love and support of their families and communities, Qantas taps into a powerful sense of national pride and community spirit.
The message is clear: no matter what happens in Paris, these athletes have already made their country proud. It’s not just an ad—it’s a celebration of the unbreakable bond between Australia’s athletes and the people who support them every step of the way. This deep emotional connection is further enhanced by Qantas’ long-standing partnership with Australia’s Olympic and Paralympic teams, positioning the airline as more than just a sponsor—it’s a proud partner in their journeys. In a time when Australians are looking for brands that represent more than just products, Qantas’ “Already Proud” campaign succeeds in conveying values like loyalty, support, and pride that resonate deeply within the Australian community.
2. BBC – Welcome to the City of Love
As the Paris 2024 Olympic Games kicked off, the BBC gave us a real treat with their promotional clip, “Welcome to the City of Love.” This beautifully crafted short film feels like a love letter to Paris, capturing the essence of the city and the spirit of the Games. And because the Olympics are hosted there, why not include it too? It’s already winning hearts around the world—especially in France, where it’s receiving rave reviews.
In just one minute, the video takes us on a magical journey through the streets of Paris, where love and sport come together in the most charming way. Couples walking through the city’s iconic spots are transformed into Olympic athletes, creating a perfect blend of romance and athleticism. The animation, with its soft pink and blue hues, brings to life Paris’s most famous landmarks—the Eiffel Tower, Notre-Dame, and the Sacré-Cœur—making the city feel even more enchanting.
What really sets this clip apart is the music. Édith Piaf’s classic “Hymne à l’amour” plays in the background, adding a nostalgic and emotional touch that resonates deeply with viewers. The combination of Piaf’s voice and the stunning visuals makes the whole experience feel like a warm embrace, particularly touching the hearts of sports fans, Paris lovers, and those who appreciate the rich cultural heritage of the city. Directed by Franco-British FX Goby and produced by Nexus Studios, the animation is a beautiful tribute to the Olympic spirit and the city that’s hosting the Games.
Frenchman Pierre Maubouché’s voiceover adds depth, poetically linking the emotions of love with the determination of Olympic athletes: “It makes you do crazy things, turn your head, speed up your heart.” This portrayal of Paris and the Olympic Games has not only charmed the typically critical French audience but has also become a social media hit, shared widely across platforms.
The ad has been flooded with positive comments across social media platforms, with viewers praising its beauty, emotional depth, and how perfectly it captures the essence of Paris and the Olympics. The campaign’s success lies in its ability to evoke powerful emotions through its beautiful animation, classic music, and heartfelt narration. By showcasing Paris as both the city of love and a global sports hub, the BBC has created a unifying and emotional tribute that speaks to people everywhere.
3. Amazon Prime: The Best
Amazon Prime has teamed up with Wieden+Kennedy London to bring us an ad that’s as much about sibling rivalry as it is about celebrating women in sports. Titled “The Best,” this ad taps into the competitive spirit between twin sisters who find inspiration—and maybe a little bit of fuel for their rivalry—while watching a National Women’s Soccer League game on Prime Video.
This ad stands out because it captures the essence of sibling rivalry—fierce yet fun—in a way that feels universally relatable. The intense focus of the sisters on the soccer match mirrors their own competitive spirit, showcasing how sports can spark personal connections and rivalries in our everyday lives. The effectiveness of this campaign lies in its ability to resonate deeply with viewers, reminding us that the drive to be “the best” is something we all experience, both on and off the field.
What makes this ad stand out is how it weaves in the benefits of Amazon Prime so seamlessly. As the sisters go head-to-head, we see them using Prime to order gear for their impromptu soccer challenges, stream more games, and even settle their scores with quick, free delivery of the essentials they need to keep their rivalry alive. Directed by Michael Spiccia, the ad does a fantastic job of showcasing how Prime adapts to its users’ lives—whether they’re competing on the field or just trying to one-up their sibling.
This ad cleverly captures the universal theme of sibling competition—something almost everyone can relate to—while celebrating the growing prominence of women’s sports. Featuring the National Women’s Soccer League, it not only promotes Prime Video as a top destination for sports streaming but also highlights the importance of visibility for female athletes. It’s a fun, relatable ad that showcases Prime’s versatility in a natural and authentic way. And let’s be honest—who doesn’t love a good sibling rivalry, especially when it’s all in good fun?
4. Parmigiano Reggiano Sponsorship – When Cheese Meets Gymnastics
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This might not be a 2024 campaign, but it’s just too unique and memorable to pass up. Italian gymnast Giorgia Villa, known for her incredible skills on the mat, was the face of Parmigiano Reggiano during the Tokyo 2021 Games. Even though this ad technically belongs to the past, it’s making a splash again during the Paris Olympics, charming audiences with its quirky mix of sport and tradition. Honestly, how could we resist bringing it up?
The photos from this campaign are nothing short of iconic. Villa, in her gymnast’s leotard, poses next to a wheel of Parmigiano Reggiano nearly the size of her torso, with dramatic lighting reminiscent of a Caravaggio painting. The absurd yet captivating imagery has taken the internet by storm again in 2024. Although the sponsorship ended in 2022, these images have found new life on social media during the Paris Games. There’s something irresistibly charming about Villa holding that massive wheel of cheese, her smile reflecting a lifelong love for Parmigiano Reggiano—and honestly, who wouldn’t be a fan of its rich, piquant flavor?
The fact that Villa had to pull out of the Tokyo competition due to an injury only adds to the story. Fast forward to 2024, and the Italian team has nabbed a group silver medal. Coincidence? Perhaps. But I like to think that their success was powered by the memory of that barrel-sized wheel of Parmigiano Reggiano.
This sponsorship is a perfect example of how something as simple as a love for cheese can connect with people in the most unexpected ways. It’s humorous, it’s heartwarming, and it’s a reminder that even in the serious world of Olympic competition, there’s always room for a little fun—and a lot of cheese.
5. WINNING ISN’T FOR EVERYONE | AM I A BAD PERSON? | NIKE
To switch things up from the usual emotional appeals, Nike has taken a bold and daring turn with its “Winning Isn’t for Everyone” campaign. Let’s dive into this unconventional approach that’s sparking conversations and grabbing attention.
While many Olympic sponsors lean into feel-good messages of sportsmanship and unity, Nike boldly goes in the opposite direction, embracing the darker, grittier aspects of what it takes to be the best. Narrated by the iconic Willem Dafoe, known for his villainous roles, the campaign provocatively questions whether the relentless drive to win makes someone a bad person. With lines like “I have no empathy” and “I’m maniacal,” Dafoe’s narration is paired with intense footage of sports legends like LeBron James, Serena Williams, and Sha’Carri Richardson performing at their peak. This unconventional approach sparked controversy, with some viewers feeling that the campaign wasn’t in the true spirit of Olympic competition. However, this calculated risk was designed to stand out in a sea of more traditional, uplifting ads, and it certainly got people talking.
This campaign works because it challenges the usual feel-good approach and dares to explore the raw, often uncomfortable traits that truly drive success. Nike taps into a powerful truth that resonates deeply with elite athletes and anyone who knows the price of winning: greatness requires sacrifices, and not everyone is willing to make them. This bold, unfiltered message reinforces Nike’s identity as a brand for those who are driven and ambitious, making it stand out in a sea of more traditional ads. By embracing the darker side of competition, Nike connects with those who understand that the pursuit of excellence isn’t always pretty—but it’s always worth it.
Overall, “Winning Isn’t for Everyone” is a masterclass in Nike’s ability to provoke and inspire, reminding us that the path to greatness is often paved with traits that aren’t universally admired—but are essential for those who dare to win. It’s a powerful, gritty celebration of what it takes to be the best, making it one of the most memorable campaigns of the 2024 Olympics.
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As the Paris 2024 Olympics light up the world, it’s clear that the race isn’t just on the track, but also in the realm of unforgettable advertising. From Qantas’s heartfelt tribute to Australia’s athletes, reminding us that they’ve already made their country proud, to Nike’s daring dive into the gritty mindset of elite competitors, these campaigns have captured the spirit of the Games in all its forms. The BBC swept us off our feet with a romantic ode to Paris, blending love and sport in a way only the City of Light could inspire. And let’s not forget the delightful surprise of Giorgia Villa’s Parmigiano Reggiano partnership—an ad that may not be new, but is just too wonderfully absurd to ignore.
These campaigns remind us that the Olympics are more than just medals and records; they’re a celebration of the human spirit, creativity, and yes, even our love of cheese. As we cheer for our favourite athletes, these ads ensure we’ll be smiling, reflecting, and maybe even craving a slice of Parmigiano. After all, the best ads, like the best athletes, leave a lasting impression that lingers long after the Games have ended.
