Standout Ads at the 2024 Olympic Games: Learnings from the World’s Top Brands

This year’s Summer Olympic and Paralympic ads highlighted the unifying power of sports, its ability to bring people together from diverse backgrounds, and the sheer joy that sports are capable of creating. As the games come to a close, let’s look back at some ads that ran and see which of them show a solid grasp of Cultural Fluency and related themes and Group Traits, and which of them left something to be desired.

This analysis illustrates Collage’s deep understanding of what works and why, and how we support the world’s leading brands in applying actionable insights that fuel growth.

The Joy of Coming Together

Of the third of Americans who tune into the Summer Olympic Games, (32% Total Pop.), most (61%) look forward to the athletic competition, though many also say they watch because “It’s a unifying event for the world” (47%). Themes of unity, pride, and joy are some always seen in Olympic ads as athletes from across the world compete on the global stage. This is a particularly effective way to connect to Cultural Duality, a trait shared among both Hispanic and Asian Americans as they root for both the U.S. and teams from their original countries of heritage.

Comcast’s “Joy” easily evoked smiles from viewers, celebrating the moments of joy that infect fans worldwide, generating Enjoyment for viewers.

Inspirational Journeys

The road to the Olympics takes time, dedication, and often a community that helps athletes make it there. Some great ads we saw taking us on an athlete’s journey come from Amazon, among others.

Amazon brought out the playful spirit of competition in “The Best”, starring twin sisters putting in work as they strive to perfect their craft. This ad didn’t rely on celebrity athletes to tell a great story, but showed a relatable journey, boosting Relevance among young and Multicultural Americans. “The Best” managed to capture the Determined mindset of Black Americans while creating Halo Effects among younger generations — which are especially Future-Focused —envisioning what their life will be like as they achieve their dreams.

Brands Highlighting Their Commitments to Inclusivity

This year’s ads shined a brighter spotlight on Paralympic athletes, connecting to the Values of the third of Americans who go out of their way to buy from brands that support people with disabilities (32%).

Citi’s “What Happened?” campaign was especially powerful, telling the stories of Para athletes who often get the question as others focus on their disability; this spot effectively grabs attention and refocuses it to the incredible capabilities and touching accomplishments of Para athletes.

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