Brand & Advertisers Capture Hearts in the City of Love
The Paris Olympics has enchanted audiences this year, from endless memes featuring South Korea’s cool shooter Kim Ye-ji to the romantic moments like Swedish high-jumper Armand Duplantis making hearts flutter. Set in the City of Love, this year’s Games have not only inspired a record number of romantic gestures by athletes but also seen record-breaking ad spend and a 79% uplift in viewership during the first three days compared to Tokyo, according to NBC.
But it’s not just the athletes and events capturing hearts—Olympics advertising has also received a hugely positive response. Of the 60+ campaigns tested by System1, this year boasts two 5-Star ads and fourteen 4-Star ads, highlighting the gold-medal-worthy performance of this year’s advertisers. System1’s Star Rating predicts brand-building potential with a scale from 1.0 to 5.9.
Overall, Olympics advertising averaged 3.3 Stars, well above the 2-Star global norm. While many brands make sports advertising look effortless, the behind-the-scenes training and strategy are just as crucial for athletes themselves as they are for successful advertising. In System1’s ‘Gold Standard’ report, we outlined winning strategies for Olympics advertising—principles that have once again shone brightly this year. Brands have taken to the podium, skillfully using talent and intellectual property to create emotional, people-led narratives. So, what can we learn from these champions?
The Top 10 Olympics Campaigns
1. Comcast (US) – ”Sportsmanship” – 5.7 Star Rating
Speaking of love, Comcast has won over the hearts of the masses with their 5-.7-Star ‘Sportsmanship’ campaign, an ad centered around love and camaraderie. Set to the melodic tune of David Ruffin’s “Put a Little Love in Your Heart,” the ad beautifully spotlights touching moments shared between athletes, concluding with an inspired young girl mimicking the kind behavior she’s seen on screen. Featuring characters with agency, a clear sense of connectedness, and a developing narrative, the ad taps into many of the elements highlighted by Orlando Wood in his books Lemon and Look out—known drivers of engagement and attention.
2. Dicks Sporting Goods (US) – “Big Moments Every Day” – 5.7 Star Rating
Following a similar path is Dick’s Sporting Goods with their charming ‘at home video’ compilation. With 5.7-Stars, this creative sits well above its category norm of 2.4 Stars, and for good reason—it breaks many of its category codes, standing out with a distinctive, emotive, and memorable campaign that highlights the personal, emotional value of sport.
One of the key themes emerging across this year’s top campaigns is ‘inspiring young hopefuls,’ with many brands focusing on young athletes rising to the challenge, supported by their family and friends. Amid the dazzling lights of large-scale events like the Olympics, it’s easy to overlook the journey it takes to become a champion, not to mention the people who support them along the way. This theme is universally relevant and engaging, tapping into the human truths that connect us all as viewers.
3. YES BANK (India) – “Cheer for Team India at the Paris Olympics 2024” – 4.9 Star Rating
Showcasing their unwavering support for Team India, both on and off the field, YES BANK has crafted one of the most empowering and inspiring campaigns of the Games. Financial services is a category that often struggles to drive broad emotional appeal, but YES BANK has demonstrated the value of tapping into topical sporting events to engage a mass audience. At the heart of their campaign is a message of support and dedication, with YES BANK standing by every step of the journey. It’s a clever partnership and a prime example of how powerful events like the Olympics can be for brands hoping to broaden their audience.
4. Woolworths (Australia) – ”Fresh Fuels the Best in All of Us” – 4.8 Star Rating
Team Australia won the most Olympic advertising golds this year, with four standout campaigns. Leading the pack is Woolworths’ beautifully shot ad featuring Paralympian Col Pearse. Set in Echuca, Victoria, the campaign tells the inspiring story of how Col’s family and community built a training pool on their farm to help him prepare for the Paralympics.
The ad highlights the power of support, showing how every athlete’s journey is backed by loved ones. Following Col’s narrative, the campaign engages viewers with a clear, emotional story, culminating in a powerful moment as Col is seen competing in an Olympic pool. It also authentically represents disability, using real people and stories—a key driver of engagement, as identified in System1 and ITV’s Feeling Seen report.
5. Aldi (UK) – “Has Kevin Met His Match?” – 4.7 Star Rating
Parachuting into the Olympics ad rankings with a pair of questionably bold undies for Team GB is Aldi’s Kevin the Carrot. True to classic Aldi style, the campaign leverages comedy and wordplay, adding a touch of humor to the Games. UK audiences are already familiar with the brand’s lovable ‘fluent device,’ Kevin the Carrot, who regularly appears on our screens in costume at Christmas —whether as Willy Wonka, a Home Alone character, or now, as the Olympic torchbearer. There’s nothing Kevin can’t do!
6. AAMI (Australia) – “When Our Athletes are in the Making” – 4.7 Star Rating
Our next Aussie champion, staying true to this year’s theme of ‘inspiring young hopefuls’ with a comedic twist, is Australian insurer AAMI. The ad begins with inspiring scenes of kids training but quickly turns chaotic as they accidentally destroy household items. The punchline? AAMI is there to “pick up the pieces.”
Using Emerson, Lake & Palmer’s “Fanfare for the Common Man” to shift the mood, the ad combines clever humor with a strong brand reveal, creating a light-hearted and positive campaign.
7. NBC Sports (US) – ”Why is Sabrina in Paris?” – 4.6 Star Rating
Tapping into the Sabrina Carpenter hype with a humorous nod to her hit song ‘Espresso,’ NBC features the latest pop princess in a Disney-like twist, consulting with an animated bird over coffee in Paris. This campaign takes a unique approach compared to its Olympic-themed competitors, focusing on engaging broader audiences through a popular celebrity rather than directly highlighting sports.
NBC’s strategy diverges by leveraging celebrity culture, also featuring chilled rapper Snoop Dog as their commercial Olympics correspondent. Humor is clearly their key objective, and it’s proving effective, setting them apart and creating a distinctive presence this year. Not only does their comedic celebrity strategy stand out, but humor is also known to drive long-term business benefits. So, please, please, please keep up the fantastic work, NBC! Consumers love it.
8. Qantas (Australia) – “Qantas x Australian Olympic and Paralympic Teams” – 4.6 Star Rating
In a tear-jerking twist on Olympics advertising, Qantas visited the hometowns of Aussie athletes to showcase the immense pride felt by their communities and friends. By tapping into the emotions of their audience, who share in the pride of supporting Team Australia, the campaign effectively evokes positive feelings.
Despite the emotional intensity, the ad delivers a powerful and uplifting message, ensuring that the predominant sentiment is one of joy rather than sadness—though we won’t judge if a few tears are shed along the way!
9. Rebel (Australia) – “Sport is Calling” – 4.6 Star Rating
Rebel shines a unique light on the transformative power of sport, highlighting its ability to uplift individuals through challenging times and bolster mental well-being. The campaign is truly inspiring, beginning with a dramatic contrast from the dry, waterless outback to Brendan’s remarkable journey from small oases to the English Channel. It powerfully conveys that with determination, anything is possible. Moreover, it celebrates that being an athlete isn’t just about competing in the Olympic stadium; it’s about finding passion and joy in whatever opportunities are available.
10. BBC (UK) – “Paris 2024 Olympics | Official Trailer” – 4.4 Star Rating
The BBC’s standout Olympics campaign truly embraces the City of Love with an enchanting animation that frames the Games as a heartfelt love story, drawing inspiration from athletes’ personal and professional journeys. The campaign culminates in a powerful montage of successes, cheering crowds, and a striking image of the Eiffel Tower captioned “Welcome to the City of Love.” By keeping hope and positivity at its core, the ad evokes strong emotions and stands out as the only animated campaign in this year’s Olympics series, making it one of the most visually striking and memorable among the featured champions.
Other Standout Performers
Why stop at a top 10? With so many strong performances, we’re shining a light on more winning work from around the world.
11. Xfinity (US) – “Relay Queens” – 4.4 Star Rating
12. Accor (France) – “Crafting Treasured Memories” – 4.3 Star Rating
13. The National Lottery (UK) – “Changing Lives Everyday” – 4.2 Star Rating
14. Nulo (US) – “Fuel Incredible” – 4.2 Star Rating
15. Allianz (Australia) – “Go Australiaahhh” – 4.1 Star Rating
Looking Ahead to 2028
Despite many brands excelling in creative effectiveness, there’s a notable absence of sustainable messaging. Paris 2024 is touted as the most sustainable Games yet, but this focus is glaringly missing from the advertising landscape. As we spotlight the winners of this year’s Olympics advertising, we pose a parting thought: is there room for more environmental messaging in sports?
Only time will tell, but one thing’s for sure—we can’t wait to see what’s in store for 2028! For brands and advertisers looking to incorporate green messaging into their future sports advertising, our Greenprint UK and USA reports provide valuable principles to maximize both long-term commercial effectiveness and positive behavior change.
Want to see whether your next campaign will win with audiences? Explore System1’s Test Your Ad platform, which predicts the short- and long-term potential of your creative.