PARIS, FRANCE — As the world’s largest global stage for sports gears up, brands are pulling out all the stops to leverage the unparalleled reach of the Paris 2024 Olympic and Paralympic Games. With the stakes higher than ever, WPP‘s agencies are pushing the boundaries of creativity and innovation to help brands stand out in meaningful ways.
This year’s Olympics not only signify a return to normalcy after the Tokyo 2020 Olympics disrupted by the pandemic but also represent a pivotal moment for brands. WPP’s GroupM predicts that the Paris 2024 Olympics will outpace the $2 billion advertising revenue from Tokyo 2020, solidifying the Paris 2024 Games as the leading sporting event for ad revenue, well above the Men’s FIFA World Cup.
Paris 2024 offers an unprecedented opportunity for brands to connect with audiences on a deeper level, tapping into the unifying power of sports and creating an impact that echoes far beyond the podium. From purpose-driven messaging to cutting-edge innovation, brands will be looking for ways to foster genuine, authentic connections with diverse global audiences.
Here’s a closer look at how some of WPP’s agencies and clients are already setting the stage for an Olympic year unlike any other:
VML: Vivo’s Team Brazil
Mobile communications company Vivo, a sponsor of Team Brazil and both Soccer and Gymnastics Brazilian Federations, leaned into the power of human connection for the Olympic Games this year, focusing on strengthening the bond between athletes and fans in a new campaign created by VML.
Through a compelling blend of technology and storytelling, Vivo connects audiences to seven Brazilian Olympic athletes and brand ambassadors, including Rayssa Leal, Gabriel Medina, and Rafaela Silva. The campaign utilizes generative AI to recreate pivotal moments in each athlete’s career, showcasing their personal journeys, resilience, and dedication to positive social change.
Embracing the campaign motto, “Gold is inspiring new times,” Vivo encourages fans to embrace the power of sport to inspire personal and collective well-being.
Grey: AB inBev’s Corona Cero’s “For Every Golden Moment”
Corona Cero, the first-ever global beer sponsor of the Olympics and Paralympic Games, raises a toast to life’s “golden moments” in a heartwarming new campaign developed with a curated global team from Grey.
Through a 60-second film directed by Emmy Award-winning filmmaker Henry-Alex Rubin, the team’s captive storytelling illustrates the raw emotion of Olympic triumphs from Rio 2016 and Tokyo 2020 and reminds the world to unwind, stay close to nature, and celebrate life’s moments big and small.
“For Every Golden Moment” goes far beyond traditional advertising with Corona’s immersive “Golden Venues” experience, placing the same seats as from the Paris 2024 Olympic Games venues at 11 breath-taking outdoor settings across nine countries — including spots in Rio de Janeiro, Brazil, Athens, Greece, and London, all selected for their remarkable sunsets, cultural relevance, and scenic beauty.
This global Corona Cero and Grey reminds the world that whether we’re cheering on global champions or embracing the simple joys of life, every moment has the potential to shine.
AKQA: Warner Bros. Discovery’s “Break Free”
With anticipation building for the Paris 2024 Olympic Games, Warner Bros. Discovery partnered with AKQA London to launch a dynamic campaign in more than 50 European cities.
The campaign, anchored by a 60-second film, celebrates the spirit of Paris. It brings to life the size and spectacle of the Olympics while showcasing the unparalleled access and viewing experience offered by Warner Bros. Discovery’s streaming platforms: Max, HBO Max, and Discovery+.
Tapping into the universal desire to experience the Olympics in a personal and meaningful way, “Break Free” captures the energy and excitement of the Games through a collage of sporting moments and the raw emotions of athletes and fans alike. The campaign utilized multiple touchpoints to run across TV, digital-out-of-home, radio, social media, display, and print.
T&Pm: British Gas’ “Powering Home Fans”
For British Gas, the excitement of the Olympic and Paralympic Games extends far beyond the stadiums of Paris. In its new campaign “Powering Home Fans” developed with T&Pm, British Gas celebrates the invaluable role sports play in the lives of its customers.
The campaign flips the script on traditional sports advertising, shifting the focus from elite athletes to everyday fans cheering on Team GB and ParalympicsGB from the comfort of their homes. Featuring cameos from athletic superstars like Tom Daley, Katarina Johnson-Thompson, and Alfie Hewett, the key film captures the genuine excitement and national pride that unite fans across the UK.
By spotlighting the fans who cheer on their heroes from afar, British Gas and T&Pm show us that the love of sport transcends borders.
VML: Czech Paralympic Team’s The Same, But Different
To challenge fans to see beyond disabilities, the Czech Paralympic Team worked with VML to launch “The Same, But Different” ahead of the Olympic and Paralympic Games, elevating the Paralympic movement.
The campaign shines a light on the shared dedication, athleticism, and competitive spirit found in both Paralympic and non-disabled sports while acknowledging the unique challenges faced by Paralympians.
Ten leading Czech Paralympians take center stage, sharing their inspiring stories through impactful TV spots, digital and out-of-home visuals, and a special Paralympic tram that has been turning heads on the streets of Prague since spring. By highlighting the athletes’ unwavering commitment and emphasizing the similarities and differences in their sporting experiences, the campaign fosters a deeper understanding and appreciation for Paralympic sport.
“The Same, But Different” is a testament to the power of sport to unite and inspire, regardless of ability.
WPP Open X: The Coca-Cola Company’s Pause is power for powerade
The Coca-Cola Company brand Powerade is redefining athlete support at the Olympic Games this year with the help of WPP Open X, led by Ogilvy. Its impactful “Pause is Power” campaign features U.S. Olympic gymnast Simone Biles for an emotional hero film, The Vault which focuses on the challenges and expectations professional athletes face. The campaign champions the importance of prioritizing both mental and physical well-being for athletes, showcasing how doing so is an act of courage and power.
This message is amplified by Team Powerade, a diverse group of athletes competing in Paris, who bring a unique perspective to mental and physical well-being and share their personal stories of times they’ve taken a pause to come back stronger. Beyond powerful storytelling, Powerade is creating a bespoke Olympic Village experience to holistically support athletes’ minds and bodies, offering spaces for physical recovery, mental health conversations, and innovative VR visualization practices.
Through an immersive approach encompassing TV, social media, on-site activations, field-of-play presence, and a limited-time product, Powerade Gold, the campaign highlights Powerade’s commitment to empowering and supporting athletes.
Ogilvy: Football Australia’s Dream Team
When the Matildas take the field for their first Olympic match in Paris, a chorus of young fans will be cheering them on, even if they’re sound asleep. How? Through Dream Team, an ingenious AI-powered podcast series developed by Football Australia and Ogilvy that transforms the Matildas’ Olympic journey into captivating bedtime stories.
With all of the Australian team’s matches kicking off at 3:00 am (local time), Football Australia needed a creative way to engage young fans. Enter Dream Team, a series of audio stories narrated by Matildas’ captain Steph Catley, using the magic of AI. Each episode recounts the highlights and key moments of the previous day’s match, making it feel as though Steph herself is reading a bedtime story to young fans.
Available on Spotify and Apple Podcasts, the series is accompanied by charming, animated clips that bring the story to life. This innovative approach to storytelling showcases the power of technology to make sports more accessible and engaging for the next generation.
T&Pm: NatWest’s “Whatever Your Goals, Let’s Get Going”
For NatWest, the “Tomorrow Begins Today” platform inspires the nation to act today for a better tomorrow, while also encouraging people to get behind Team GB in the run up to the Paris 2024 Olympic Games.
The campaign showcases the power of motivation and momentum in achieving your goals and features Olympic medallists Asha Philip, Max Whitlock, Emily Campbell, Duncan Scott, Helen Glover, and Beth Shriever, alongside employees from NatWest. The TV spot dramatizes Asha Philip leading an epic charge, inspiring the UK to get going towards their goals.
Ogilvy: AAMI’s Athletes in the Making
As Australia gears up to cheer on its athletes at the Paris 2024 Olympic Games, one of Australia’s most-awarded insurance companies AAMI celebrates the aspiring, young athletes found in living rooms across the country with its latest campaign. Working with Ogilvy Australia and Hogarth, the campaign captures the relatable chaos that ensues when kids’ sporting ambitions outpace their abilities, reminding parents, “It’s lucky you’re with AAMI.”
The team’s 60-second film humorously portrays the often-chaotic reality of raising young sports enthusiasts. From accidental goalpost tackles to overzealous victory celebrations, AAMI reassures parents that they’re covered for life’s little mishaps.
With a strategic rollout across TV, online video, social media, radio, Spotify, and out-of-home, “Athletes in the Making” cleverly leverages the excitement of the Olympic Games to connect with families on a relatable and light-hearted level.
T&Pm: Toyota’s “Impossible vs. Impossible”
T&Pm created the campaign for Toyota GB broadcast sponsorship of the Paris 2024 Paralympic Games starring Paralympic GB athletes Jonnie Peacock, Kadeena Cox, Laurie Williams, and Robyn Love.
Paralympians are some of the greatest athletes on the planet but, away from their sport, they face the same challenges as anyone else.
“Impossible vs. Impossible” was born out of extensive research conducted within the disabled community as being a Paralympian is only one small part of the story. The campaign focuses on the day-to-day challenges they face in a series of six sponsorship idents that are relatable and playful while nodding to the role of mobility solutions in everyday life.
In addition to this, British broadcaster Channel 4 committed to making its coverage of the Paris 2024 Paralympic Games the most accessible broadcast yet. This is reflected in the T&Pm Toyota campaign — the sponsorship idents have been versioned with burnt-in subtitles and sign language, ensuring they are as inclusive as possible.
Ogilvy: JSW Group’s “Never Stop”
With a powerful message of resilience and unwavering determination, JSW Group rallies behind Team India ahead of the Paris 2024 Olympic Games with the return of its inspiring “Rukna Nahi Hai” (Never Stop) campaign. Developed by Ogilvy, the campaign goes beyond the typical celebrations of victory, diving into the emotional landscape of Olympic competition and the strength required to overcome setbacks.
The campaign is centered around an impactful film featuring a cast of India’s top athletes including Neeraj Chopra, Manu Bhaker, and Manika Batra, who all capture the essence of Rukna Nahi Hai. The spot is narrated by actor Ajay Devgn and highlights the athletes’ unwavering dedication, their ability to push through challenges, and their refusal to be defined by victory or defeat.
JSW Group and Ogilvy inspire India to stand with its athletes, celebrating their journey every step of the way.
EssenceMediacom: Toyota’s “Start Your Impossible”
As part of their collaboration and partnership with Toyota GB around the Paris 2024 Olympic and Paralympic Games, EssenceMediacom Sport & Entertainment has facilitated the brand’s efforts to engage fans through content partnerships with Team GB and TikTok influencers. Activities include a content series Tour de Team GB featuring presenter Luke Vernon, and athlete ambassadors like Laura Kenny and Andrea Spendolini-Siriex. Toyota also supports initiatives like “Every Body Moves,” promoting physical activity among disabled people, and integrates this into its Channel 4 Paralympics sponsorship.
More broadly, and on a global level, the focus has centered on the next chapter of Toyota’s “Start Your Impossible” campaign. This initiative celebrates the power of local communities in supporting athletes, emphasizing Toyota’s commitment to inclusivity and mobility for all. The campaign includes films like Send Off and Together Wins, highlighting community support and collective achievement.
During the Games, Toyota will showcase its mobility solutions, providing over 2,650 electrified vehicles, including models designed for people with disabilities. This fleet underscores Toyota’s dedication to reducing carbon emissions and promoting freedom of movement.
