Apple’s creative iPad ads playfully engage with Paris 2024

Apple delivered a refreshing touch with its latest iPad ad campaign, timed to coincide with the Paris 2024 Olympic Games.

Apple delivered a refreshing touch with its latest iPad ad campaign, timed to coincide with the Paris 2024 Olympic Games. In a series of whimsical illustrations adorning billboards across the French capital, Apple showcases bendy, stretchy athletes engaging in everyday activities—from grocery weightlifting to metro rugby.

A clever twist on Olympic marketing

As we recently discussed in our interview on Olympic marketing strategies, trying to force a connection with the Games can be a risky move. Although Apple is not an official sponsor and the new ads make no direct reference to the Olympics, the charming illustrations have won us over. The focus is on highlighting the iPad’s creative potential rather than the Games themselves.

Vibrant illustrations by Simon Landrein

The campaign, created by French illustrator Simon Landrein, features 23 playful illustrations that capture the spirit of various sports with his signature vibrant style. Displayed on billboards of varying sizes in both Paris and Marseille, the ads are part of the “Made on iPad” campaign—a creative extension of Apple’s long-running “Shot on iPhone” series.

Landrein’s energetic and colorful approach perfectly complements the dynamic nature of sports and the Olympic vibe. This collaboration marks a notable departure from Apple’s previous dystopian iPad Pro ad campaign, suggesting that the company may have redeemed itself with this innovative and lighthearted approach.