Paris 2024 returns the Olympic Games back to normality after the delayed Japan 2020 games. But what does it look like in a time of AI, war and economic uncertainty?

Campaign speaks to UK advertisers on how the Olympics has changed this year, including Harley O’Dell from TikTok, Joanna Cotton from Monks and Mark Eaves from Gravity Road.

Hosted by tech editor Lucy Shelley, they answer "where are all the Olympics ads?", how to approach an Olympic sponsorship and how brands avoid ad fatigue in the summer of sport.

The trio discuss their favourite ads including Gravity Road's "1 in 100 million" for the International Olympics Committee's refugee team.

More on the ads discussed in this episode:

Olympics and Paralympics 2024 round-up: watch the ads

Nike unveils Olympics campaign, Winning Isn’t for Everyone

Will Nike’s Olympics campaign reboot its brand?

Aldi’s Kevin the Carrot makes summer debut for Paris 2024

Inside the International Olympic Committee’s marketing playbook for Paris 2024

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