Olympic and Paralympic Advertising Changing the Game and Showcasing the Overlooked

With the Olympics and Paralympics in full swing and medal counts rising, companies and organizations are rolling out some of the most interesting campaigns I’ve seen. From Channel 4 to Figs, marketing can change perception and highlight those supporting athletes achieve their goals.

Channel 4’s 2024 Paris Paralympic Games campaign is highlighting the common mindset and perception that these world-class athletes are so brave or so strong… considering. Considering what? The advert features multiple sports featured in the games and comments often heard surrounding the games.

One of my favorites features a track event with wheelchair users. Centered are the words “She’s incredibly fast” with the words “for someone in a wheelchair” crossed out underneath. These ads are an excellent way to overtly call out the ignorant speech people often catch themselves in.

Lynsey Atkin, Executive Creative Director at 4Creative shared the following, “Clearly the idea of a disabled person ‘overcoming’ their disability is problematic, perpetuating the idea that disability is a problem for the individual to ‘get over’, rather than the fact that most problems and inequalities associated with disability are caused by society.”

Channel 4 came up with this campaign after research conducted by the team released that about 60% of people watch the Paralympics to witness athletes overcome their disability. The amount watching it for the thrill of the sport, 37%.

This campaign calls out the absurd remarks made around the Paralympic games, and further, in the day-to-day lives of many people with disabilities. “What a tackle given his condition.” “That’s amazing considering.” “He’s so strong for someone so small.”

World class athletes are world class for a reason and campaigns like this are a small step in changing perceptions and then the culture.

FIGS x Team USA | Anatomy of a Champion: Celebrating the USA Medical Team

FIGS Scrubs is the official outfitter of the USA Medical Team and is running one of my favorite campaigns ever, FIGS x Team USA | Anatomy of a Champion: Celebrating the USA Medical Team.

This campaign and partnership as a whole is groundbreaking because FIGS is the very first brand to outfit the 250+ healthcare professionals supporting the athletes of Team USA.

CEO and Co-Founder of FIGS, Trina Spear, said “Our mission at FIGS is to celebrate, empower and serve those who serve others. By highlighting healthcare professionals who push the limits every day to support our nation’s greatest athletes, we aim to bring well-deserved recognition to their incredible passion, dedication, and skill.”

“Anatomy of a Champion” featuring the tagline, “It takes heart to build bodies that break records,” is a film that highlights the USA Medical Team as the people who keep these record-breaking bodies running. An elevated version of the childhood nursery rhyme, “Head, Shoulders, Knees & Toes” is played over the harsh reality of pushing a body to its limits. Knocked-out teeth, shoulders popped out of place, and knee injuries, all faced by the USA Medical Team. This film pays tribute to all medical professionals and the commitment they have to bringing people, and Olympians, back to their best.

Now why do I love this campaign so much? Because it highlights what people often overlook when it comes to the Olympics and sports as a whole. We see these athletes pushing their bodies to their limit to get a glimpse of the gold, but what we don't see is the Medical Team helping them maintain their bodies and be the best they can be.

FIGS outfitting the USA Medical Team and dedicating this commercial to their hard work shows the world a glimpse of what goes on behind the scenes. The Olympics is the perfect stage to showcase these hardworking healthcare professionals and I can only hope we start to see more overlooked aspects of sports being promoted.

The 2024 Paris Olympics have brought all sorts of advertising and marketing campaigns to our eyes. Seeing companies highlight overlooked aspects of the games and call out societal issues gives me hope for what is to come and excited to see what they do next.