Olympics and Paralympics 2024 round-up: Watch the ads

Coca-Cola 'It's magic when the world comes together' by WPP Open X and led by Ogilvy

Cola-Cola's global campaign for the 2024 Olympics focuses on hugs.

“It's magic when the world comes together”, created by WPP Open X and led by Ogilvy, depicts competing swimmers hugging each other to celebrate the potential for cross-cultural connection during this year’s Olympic and Paralympic Games in Paris.

The 60-second film shows the swimmers competing in the women’s 200-metre breaststroke race, and moves on to scenes of people around the world watching the race while drinking Coca-Cola, including in bars, on basketball courts and while working in a kitchen. It leads to an entire audience of spectators due to watch a swimming race then embracing one another, and ends with two astronauts hugging as they float around in space.

The film is being supported by digital content capturing real-time hugs from Paris and broadcasting them on social channels.

Coca-Cola has also created a new can design as part of the push, which is available only in France. People purchasing a pair of the cans also have the opportunity to win a range of prizes, unique merchandise and coupons.

Warner Bros Discovery 'Break free' by AKQA London

Warner Bros Discovery launched a pan-European campaign on 8 July ahead of its coverage of the 2024 Olympics.

“Break free” is designed to celebrate the city of Paris and encourage sports fans to enjoy the Olympics however they choose. It will run in 50 European countries and in 20 different languages across TV, digital out of home, radio, social media, display and print. 

The 60-second film, created by AKQA London, also aims to bring the scope, scale and spectacle of the Olympics to life, as well as emphasise how viewers can follow the action on streaming platforms Max, HBO Max and Discovery+.

The spot opens with a man going for a run through the streets of Paris and being forced to take shelter after he almost collides with Olympic runners. It goes on to run through a collage of moments where viewers immerse themselves in the world of Olympic sports. 

WBD has also unveiled a spot seeking to garner support for the Refugee Olympic Team, which is the only team competing in Paris without a home crowd backing them. The soundtrack used for “Home crowd” is a re-recorded version of David Bowie’s hit Heroes being sung by a choir including members of the refugee team. 

Eurostar 'Let the games begin' by Adam & Eve/DDB and DDB Paris

Eurostar's campaign for the upcoming Paris Olympics is led by a film starring comedian Tom Allen, and is designed to drive ticket sales for Eurostar, while highlighting that the cross-Channel train operator is the official travel partner for Team GB and ParalympicsGB.

The 20-second film, "Let the games begin", was created by Adam & Eve/DDB and DDB Paris. It features Allen alongside Team GB and ParalympicsGB athletes and travellers on their journeys to the French capital.

The spot takes place on the Eurostar platform, where a passenger getting ready to board a train becomes the subject of a sports-style commentary. It ends with a reveal that it is Allen, dressed as a guard and commentating on the action.

The campaign will run until the end of the Paralympics on 8 September across TV, social, radio and out of home. The UK work was done by creative director Paula Hochberg, while UK media was handled by Wavemaker.

The International Olympic Committee '1 in 100 million' by Gravity Road

The International Olympic Committee released the next stage of its push to support the IOC Refugee Olympic Team.

Olympian Yusra Mardini recalled her escape from Syria during the civil war and competing for the first Refugee Olympic Team in Rio in 2016 during an appearance at the Cannes Lions International Festival of Creativity in June. This preceded the announcement of the second phase of the IOC’s campaign, created by Gravity Road.

In the second stage of the campaign, global digital and outdoor executions aim to drive awareness of the campaign, as well as a TikTok-promoted video campaign across Europe and the US. Snap has also produced a dedicated Snap lens, which reacts to fans making a heart shape with their hands. The motion mirrors the heart used in the team emblem.