Dear Paris,
As the Olympic flame dimmed and the Paris 2024 Games came to an end, it’s time to reflect on what you’ve offered the world—an experience that was as much about subtle brilliance as it was about global sportsmanship. The Games became part of your landscape, yet in a way that remained true to your nature, where elegance and understatement reign. DCMN was in Paris to walk through the streets and discover the Olympic Out-Of-Home.
While the Games brought a surge of energy to key areas, they didn’t overwhelm your essence. In fact, the Olympic advertising in Paris felt like an art form, present yet not invasive. At major hubs like the airports and big train stations, the Olympic spirit was alive and everywhere.
Yet, in the regular streets and quieter neighbourhoods, the Olympics whispered rather than shouted. The city’s iconic colours and symbols were there, yes, but often without the typical fanfare of massive ad campaigns. It was the official partners who took center stage, leaving much of the city to carry on with its summer calm. This subtlety made the ads even more impactful. The fact that so many were in English—a rarity in France—showed that these campaigns weren’t just aimed at Parisians, but at a global audience. You welcomed the world, and it felt like home for everyone who visited.
A Turning Point for Advertising: Olympic Out-Of-Home in Paris
The Paris 2024 Games also marked a new chapter in advertising history, revealing innovative strategies from brands hungry to connect with a massive international audience. With 106 advertisers investing €130.8 million across 2,856 spots, it became clear that positioning oneself in this fiercely competitive space was no small feat. Brands like Apple, Procter & Gamble, and Renault were the top spenders, making sure they stood out in this global spectacle. Caisse d’Epargne captured imaginations with the most expensive ad, aired during the opening ceremony—a fitting tribute to the grandeur of both the Olympics and Paris.
But the genius of these ads lay in their variety. They showed different approaches to branding during the Games, and Paris, you let them shine in a way that felt organic to the spirit of the city:
Riding the Olympic Hype without Direct Mention
Brands like New Balance and Nike AIR featured well-known athletes, leaning into the excitement of the Games without explicitly calling them out. They captured the energy of sports and fitness, and it worked effortlessly.
Subtle Olympic References
New Balance used their campaigns to reference the Games with a light touch, letting the Olympic buzz fuel their messages while keeping their brand’s voice strong. Athlete sponsorships have played a significant role in the advertising landscape. Nike featured marathon runner Eliud Kipchoge in ads perfectly color-matched to local train stations, creating a visual harmony that echoes the athlete’s stride.
LVMH paid homage to France’s first Rugby Gold Medalist, Antoine Dupont, with a spot that celebrates national pride, while Glossier partnered with the USA Basketball Women’s National Team to emphasize the connection between beauty and sports, delivering their message in both French and English.
Sport-Focused Without Olympic Ties
Brands like JD Sports and On stayed in their lane, targeting sports enthusiasts without tying their products directly to the Olympics but still riding the wave of global athletic fervor.
Global Unity and Inclusivity with Olympic Out-Of-Home in Paris
Brands like McDonald’s, Visa, and Heineken capitalised on the international aspect of the Games, making their ads about openness and inclusion.
McDonald’s stood out with its “Taste the World” campaign. You really nailed it, Paris, by allowing McDonald’s to get so creative, so bold. They’ve reimagined their offerings, bringing global products to Paris for a limited time, like the McFloat, the Greek Mac, and Maple BBQ. And those jokes? They’re clever, deeply local, and yet universally appealing. They’ve managed to blend their global brand with a local twist, making everyone feel welcome, no matter where they’re from. It’s not just advertising—it’s a celebration of diversity, a tribute to the world that’s gathered here.
The humor and cleverness of the ads, such as the play on words involving “île flottante” and mayonnaise, added a touch of brilliance that felt so right for the occasion.
Values of Unity and Passion
Coca-Cola, Allianz, and Samsung reminded us of what we cherish about the Olympics—unity, passion, and shared human experiences. They focused on values, emphasizing the magic of coming together.
Across Paris, several brands have shined by creatively weaving the Olympic narrative into their advertisements. Coca-Cola and Toyota stand out for their ability to capture the essence of the Games in their campaigns, blending sportsmanship with brand messaging in a way that resonates with both locals and international visitors.
Some ads played off the Olympic setting but weren’t directly tied to the sports themselves. Brands like Koro, Peugeot, Stokke, and Optical Center used the Games as a creative backdrop, producing memorable campaigns that felt perfectly at home in Paris during this special time.
Creativity knew no bounds. Koro‘s humorous ads proclaimed, “La barre de champions est arrivée!” bringing smiles in the metro stations. Cabaia‘s floor decals turned sidewalks into running tracks, inviting passersby to feel like athletes for a moment.
Advertising with Heart
It wasn’t just about the products; it was about the people. Paris, you let the brands tell stories, but always with a heart. The Olympic mascot with a prosthetic leg showed that inclusivity was more than just a buzzword—it was a commitment. Toyota took a bold approach with Olympic Out-Of-Home in Paris supporting female athletes in emerging sports like BMX racing and para-athletes, highlighting their commitment to inclusivity and inspiration. The Games reflected not just the physical prowess of the athletes but the collective strength of the human spirit.
Nostalgia, Fun, and Unexpected Delights
There was room for nostalgia too, with Instant de Jeux bringing a classic charm to modern times. SNCF, as an official sponsor, contributed to the Olympic ambiance with impressive large-scale OOH campaigns that have become landmarks in their own right – turning journeys into adventures.
Public Messages and Social Responsibility
Beyond commercial ads, there was a strong push for social responsibility in the Olympic Out-Of-Home in Paris. Public service campaigns encouraged visitors to recycle, stay hydrated, and be mindful of their surroundings, all with a playful tone that fit the spirit of the Games. Phrases like “Have a gourde day” (referring to refillable water bottles) added a charming French twist to environmental awareness. These messages blended seamlessly with the city’s charm, promoting sustainability and unity as core values of the Olympic experience.
On the ground, sponsors have gone all out to engage visitors. Decathlon created an entire branded playground, offering an interactive and fun experience that captures the Olympic spirit.
Perhaps the most unexpected and entertaining move came from NBC, who brought Snoop Dogg to Paris to chill with U.S. athletes. His presence added a unique, laid-back vibe to the Olympic stage, ensuring that everyone “drops it like it’s hot” in the true spirit of global unity.
Paris has indeed become a global canvas for the world’s best OOH advertising during the Olympics, blending creativity, sportsmanship, and a celebration of unity. From iconic brands to clever local campaigns, the city has shown how to turn the Games into a marketing masterpiece.
The Olympics as a Love Letter to France
Paris, the Olympics were not just a moment for the athletes but also for the entire country. The Games were a perfect showcase for France, with events taking place at iconic locations like Montmartre, the Opéra, and the Eiffel Tower. The road cycling races, set against these stunning backdrops, were a promotion for French tourism in its purest form. The imagery alone was enough to spark wanderlust in viewers around the globe, and we can only imagine the boost in tourism that will follow in the years to come.
Even though the excitement of the Games filled your streets, in some neighborhoods, it still felt like a quiet, typical Parisian summer. The juxtaposition of the world’s biggest sporting event with the city’s calm made the experience even more special. You showed us that the Olympics don’t have to be loud to be felt.
Merci, Paris
And so, as we bid farewell to the Paris 2024 Olympics, we leave with hearts full of gratitude for the way you allowed these Games to unfold. Your elegance shone through the advertisements, the events, and the moments that felt deeply, beautifully human. The memories created during these weeks will linger, not just because of the athletes or the ads, but because of how you, Paris, framed it all—with grace, subtlety, and brilliance.
Merci, Paris, for making the world feel at home. You have always been a city of dreams, and during the Olympics, you proved that even more.
Yours,
DCMN
