The Paris 2024 Olympic Games need no introduction. Following the opening ceremony and remarkable performances from athletes worldwide, the Games are a hot topic, especially in Paris. But how are brands advertising in the City of Light during this special period? With an influx of tourists and visitors from across France, sponsors and brands face a unique challenge. One thing is certain: ads are everywhere in Paris this summer. 

2024 Better Together

We must highlight the remarkable effort the Paris 2024 committee has invested in creating advertisements designed to be equally comprehensible in both French and English. Wordplay is a crucial element of advertising, especially when there's only a brief moment to convey a significant message. Developing a bilingual slogan wasn't just a challenge; it was a necessity. To promote themes such as waste reduction, respect, and ecology, the committee needed to create ads that would resonate with most people. While English was the preferred language for broader understanding, maintaining a French touch was also a top priority. The result was clever wordplays, blending French words that sound similar to English ones but have different meanings, creating bilingual and playful slogans. 

The quest was hard but turned out great. The slogan is taking most of the space in the ads but once people are intrigued about the spelling or meaning, you have a translation of the “main word” and a small paragraph, in French and English going further in details on the purpose of the ads.  

In these ads, the slogan dominates the space, capturing attention through its intriguing spelling or meaning. Alongside the slogan, translations of key words and brief paragraphs in both French and English delve into the ad's purpose. These ads, designed to attract attention  are also engaging and clear, featuring the Paris Olympic Games mascot performing activities related to the ad's message—like transforming into a fountain or disposing of waste in a trash can. 

Delivering clear and precise directives in a fun and international manner was a critical component of the campaign, which has been widely perceived as a success. 

Brands and sponsors

In contrast, we can see a stark difference in the advertising throughout the city and Paris transportation. The RATP (Paris transportation authority) has decorated some subway stations with vibrant images of athletes, embracing the joyful color theme of Paris 2024. These ads showcase a variety of sports and athletes, without any written information—a deliberate marke9ng choice that stands out when compared to other brands around the city.  

 McDonald's campaign, for instance, highlights cultural differences by introducing menu changes but advertising strictly in French. One slogan reads, “A burger with maple syrup, no need to ask who made that.” On other ads are shown different sandwiches labeled according to the country that inspired them. 

Meanwhile, clickandboat.com targets specifically Parisians with a French slogan that translates to, “If there are as many people on the beach as in the BuMes Chaumont(a) on a hot day, then go where no one goes: rent a boat.”

These varied approaches can be attributed to the type of products or services the brands are promoting and their intended audiences. 

Airbnb has showcased creativity with their slogans, but playing on words that are challenging for non-French speakers to understand. One slogan, “It’s time to fuel the flame,” ties the idea of rekindling love to the Olympic flame.  

Another, “Médaille dort,” translates to “Sleeping medal,” but cleverly plays on the word “dort,” which sounds like “d’Or” (golden), evoking the image of golden medals in the compe99on.  

The Paris 2024 Olympics have turned the city into a vibrant showcase of innovative advertising. From the bilingual brilliance of the Paris 2024 committee’s campaigns to the unique approaches of major sponsors, these advertisements not only capture the spirit of the Games but also highlight the diversity and innovation in modern marketing. Whether through clever wordplay, vibrant visuals, or culturally tailored messages, brands are seizing this opportunity to connect with a global audience. As the world watches the Olympic athletes, the advertising landscape in Paris equally demonstrates creativity, adaptability, and a commitment to resonating with both locals and international visitors. Could it set a new standard for international advertising?