4 Clever Olympics Marketing Campaigns [+Top Takeaways] – InstantFollowerz

The Olympic commercials also do not cause much shock Super Bowl spotsbut the Games remain a reliable display of marketing creativity every two years.

As the Paris Olympics draw to a close, I’ve rounded up four ads (plus three honorable mentions) that stood out from the fray in 2024. I also spoke with several marketers at HubSpot to get their perspectives on why these ads work and how you can apply the same tactics to your own marketing campaigns.

And it wouldn’t be the Olympics without some GOATs, so I’ve included a few favorites from previous games.

2024 Olympic Marketing Campaigns

1. LVMH: Roofs

If you watched the fever dream that was the opening ceremony of 2024, you might remember a masked robber dashing across the rooftops of Paris and corners dancing with oversized Louis Vuitton luggage along the banks of the Seine.

Louis Vuitton suitcases appeared through its parent company, LVMH, which sponsored the Paris Olympics. Thankfully (or not, depending on your threshold of absurdity) Louis Vuitton has taken a different tone for its official Olympic ads.

Completely silent and achieved only by the bass line at its peak, deep shadows and rich colors evoke “luxury” from the first second. The camera pans over the well-oiled bodies of the athletes, drawing focus to form over function. Filmed entirely at night, the shadows create mystery and create intrigue.

Try this at home

• Whether you’re going for luxury or beachy vibes, create a list or mood board of everything that evokes your desired tone: colors, shapes, textures, sounds, fonts, yourself. Every single element of your ad should serve the unique purpose of evoking your defined voice.
• You can also use HubSpot’s suite of advertising planswhich includes free planning templates and a guide.

2. Corona: For every golden moment

I particularly like this ad because it differs from the self-serious tone that many other campaigns use. Kyle Denhoffsenior director of HubSpot Media, is also a fan, so I asked if he’d break it down:

• Focus on the product. The Corona advertisement successfully positions the beer as the hero of the story. Through subtle but effective visuals, the ad integrates the product into the narrative, with the group clinking beer bottles in a “cheers”, highlighting the product at the end of the ad.
• Brand Message: The slogan “For every golden moment” cleverly aligns Corona with the prestige of Olympic gold, suggesting that its beer is the best choice for life’s special moments. It’s a message that encourages consumers to associate Corona with vacations, adventures and friendships, reinforcing the idea that it’s a beer for unforgettable experiences.
• Cultural relevance: The ad effectively touches on the cultural significance of the Olympic Games. It uses seamless visual transitions to connect personal golden moments with the triumphs of world-class athletes. This elevates the brand by associating it with excellence and achievement — from an event that to everyone is watching.

Denhoff also pointed to Corona’s clear understanding of its demographic—adventure travelers in their 20s and 30s—and noted how Corona skillfully invited potential customers to see themselves in the ad.

Try this at home

• Make your product the centerpiece of the ad without overwhelming your potential customers.
• Elevate your brand by associating it with excellence.
• Know your demographics.

3. Hyundai: It’s fine

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Hyundai uses familiar Olympic tropes such as perseverance and hard work, but from a less familiar point of view. At first it seems like a commercial about Olympians who train for hundreds of hours starting as very young children.

And then a series of parents tell their kids, all frustrated with sports practice, that maybe it’s time for a break. “As a break break.”

Instead of pushing themselves, each of the Olympians aspires to change sports, accompanied by the slogan “Never give up on finding what you love.”

Try this at home

• Trope Subversion: This will require a clear narrative, so don’t skimp on the storytelling.
• Do something good: Simone Biles’ return to the 2024 Olympics has put mental health back in the spotlight. After drawing criticism from some corners of the internet in 2021 when she pulled out of the Tokyo Olympics to focus on her mental health, Biles sent a clear message to haters this year that she made the right call. Hyundai subtly talks about the importance of mental health without being too on the nose.

4. Parmigiano Reggiano Sponsorship

This is technically a 2021 ad, but we’re counting it since it went viral during the 2024 Olympics.

Italian gymnast Giorgia Villa was sponsored by Parmigiano Reggiano during the 2021 Tokyo Games, where she withdrew from the competition due to injury. And even though the sponsorship supposedly ended in 2022, I like to think that the Italian team’s group silver medal this year was powered by a barrel-sized wheel of spicy cheese.

Since winning the medal, ads for her 2021 sponsorship have gone viral. Photos of Villa have the sharp light and deep shadows of Caravaggio, even she is happily holding a wheel of cheese larger than her torso. She quoted that she loved cheese since she was little, and the smile on her face challenges you to dispute that.

Try this at home

• Leverage the cultural heritage of your audience. Paying homage to Italian Renaissance painters, these photographs show a deep respect for Italian identity and heritage.
• Don’t be afraid of some unusual opposition if it is based on truth.

Honorable Mentions: Personalities and Influencers

I’m creating an honorable mention category because these are neither traditional ads nor easily replicated for your own marketing. But I’d be remiss not to include some of the personalities and influencers who have become walking advertisements for the Paris 2024 Olympics:

Snoop Dogg

The unexpected gold medalist of our hearts, Snoop has joined NBC as the official Paris Olympic correspondent. In my extremely unscientific survey of several fellow HubSpotters, 100% agree that he’s the best ad for the Olympics, hands down.

Drea HudsonHubSpot’s head of audience development, distribution, says, “There is no one — and I mean NO ONE — that I would trust to carry the torch more than him.”

She also sums up his authenticity and appeal: “The ease with which he moves through Paris during the Games is best said by Uncle Snoop himself: ‘It’s me, it’s me.'”

Snoop’s curiosity is palpable (although he needed emotional support from bestie Martha Stewart for the equestrian events, as he has a mild fear of horses). His joy is real. (So ​​is his salary – a reported $500k per day.)

Colin Jost

Most of us don’t have access to professional comedians, but Olympic surfers are probably thankful that NBC does. Their sport received a huge boost in visibility when SNL Weekend Update host Colin Jost took his position as NBC’s surfing correspondent.

Jost took one for the team and headed to Tahiti, where his reports mostly mocked his own incompetence. After a minor accident in shallow water, a coral reef and ants, he claims to have visited the medical tent more than any of the athletes (I’ll refrain from further description for the fainthearted among you).

But as a surfer himself, Jost isn’t just selling jokes – he has a deep appreciation and understanding of the sport, and has made an appointment to watch the Olympics.

Greyhound Olympics

Instagram and TikTok have been an endless and endlessly entertaining source of unofficial Olympic ads and commentary, but I’ll mention just one that’s representative of the style and humor in these domestic Olympic connections.

The greyhound’s ears bob in unison during the walk, and the text over the video reads: “My dog ​​could have competed in the Olympics, but they canceled the synchronized ear event.” It hits all the right beats: shouting synchronized athletic events, adorable ears, and of course comparing Olympic size to a very sharp dog.

Try these at home:

• It’s a cliché, but it’s true: Be like Snoop and be yourself.
• Comedy can be an effective marketing tool — but it’s even more effective if it’s fueled by knowledge and appreciation of the product you’re branding.
• Apply Olympic tropes to everyday life.
• Embrace the absurdity. Dubbed events for the ear would undoubtedly attract a large fandom.
• If all else fails, put your dogs in the ad. (Just kidding. Mostly.)

The best Olympic campaigns of all time

When I asked friends and HubSpotters what ads they liked from the Paris 2024 Games, there was a clear consensus: They just aren’t as good as they used to be. (According to Voxthere’s a reason for that, and it rhymes with clever artificial intelligence.)

For fun, here are two gold medalists from the past decade:

Canadian Institute for Diversity and Inclusion: Luge (2014)

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The Canadian Institute for Diversity and Inclusion released this ad in support of gay athletes at the 2014 Olympics in Sochi, Russia. It’s a good reminder that serious topics can still be approached with humor.

Visa: Carpool to Rio (2016)

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Visa’s 2016 Carpool to Rio ad is full of clever details, like synchronized divers nodding in unison. This ad stands a little higher on the podium because of its joyful tone — many (most?) slick corporate Olympic ads take the athletes’ hard work and the obstacles they’ve overcome seriously.

Marketing Takeaways

Even if you don’t have access to celebrity spokespeople or a corporate budget, you can still learn a lot from these ads. The most successful Olympic ads take advantage of the cultural significance of the Games and find authentic ways to connect their product with the best athletes in the world, all without too much product placement.