Eurostar's Platform Is the Ultimate Track in Olympic Spot Starring Tom Allen

Eurostar leverages Team GB and ParalympicsGB in the new brand campaign 'Let the Games Begin,' starring Tom Allen alongside travellers on their way to the Paris Olympics.

With just 25 days before the Paris 2024 opening ceremony, Eurostar is thrilled to unveil its latest campaign, 'Let the Games Begin.' The campaign stars comedian Tom Allen and highlights the excitement of athletes and travellers making their way to the Paris 2024 Olympic and Paralympic Games.

As the official travel partner for Team GB and ParalympicsGB, Eurostar is gearing up to welcome over 2,000 Olympic and Paralympic athletes from Team GB, Team Belgium, Team Para Belgium, Team Netherlands, Team Para NL and Team Germany. These athletes will be joined by an expected two million supporters, making Eurostar the starting point of their Paris 2024 adventure.

Running until the end of the Paralympics on September 8th, the campaign will be featured across TV, social media, radio, and out-of-home platforms. The 20-second film, created by adam&eveDDB and DDB Paris, showcases athletes and travellers beginning their journey to the Games with Eurostar.

In a playful twist, the Eurostar platform is transformed into an Olympic running track. Passengers experience the everyday act of boarding a train elevated into a unique and humorous spectacle, with live sports commentary highlighting every move as they board for Paris. The spot concludes with Tom Allen revealed as the commentator, adding a touch of humour and excitement to the scene.

Francois Le Doze, chief commercial officer at Eurostar, commented, "We are excited to reveal our new brand campaign, which focuses on what Eurostar does best: bringing people together. Close your eyes, and you're instantly transported."

Paula Hochberg, creative director at adam&eveDDB, added, “Through this campaign, we had the opportunity to continue building on our new ‘Together We Go Further’ creative platform and put our passengers in the spotlight. It was a pleasure working with the cast, including a Gold-winning Paralympic athlete, the amazing comedian Tom Allen, and the incredible Eurostar team, to celebrate their travel partnership with the Olympics and Paralympic teams featured across their network.”

The campaign also aims to drive excitement ahead of the Paris 2024 Games by showcasing the unique emotions of togetherness that sports fandom can unlock. It emphasises how supporting Team GB Olympians and Paralympians goes beyond the medals and the spectacle. Sports have the profound ability to bring people together, promote diversity and inclusion, and create lasting emotions.

Building on the success of last year's 'Together We Go Further' brand platform, this campaign leverages the same distinctive visual style, with the spark device connecting real and imaginary worlds. Athletes and travellers are depicted as being propelled from London to a world of infinite winning opportunities, captured through a unique illustration style.

Eurostar's 'Let the Games Begin' campaign promises to ignite the spirit of the Paris 2024 Games, making every journey a celebration of sport, unity, and the adventure that lies ahead.