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By Amy Houston, Senior Reporter

July 4, 2024 | 2 min read

This new spot from Ogilvy for the drinks giant taps into the excitement of the upcoming Paris games, making it our favorite today.

Coca-Cola’s latest campaign, ‘It’s Magic When the World Comes Together,’ spotlights unity in difference as part of the brand’s 96-year-long relationship with the Olympics.

The hero ad is rooted in the belief that moments of togetherness, like hugs shared between athletes, can be extremely powerful. It is brilliantly inspired by historic instances of camaraderie at past Olympic Games, such as the iconic 12-swimmer embrace at Tokyo 2020 and John Wing’s advocacy for athlete solidarity at Melbourne 1956.

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Central to the campaign is a heartfelt film featuring swimming champion Tatjana Schoenmaker, who embraces her peers Lilly King, Kaylene Corbett and Annie Lazor, echoing the emotional bonds formed during Tokyo 2020. This poignant moment ignites a ripple effect, inspiring spectators in Paris and around the globe to embrace one another.

The spot emphasizes that, beyond competition, the Olympics represent a global celebration of solidarity, mutual respect and the power of shared experiences.

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