• by Fern Siegel , April 18, 2024

The Paris 2024 Olympics begins July 26 next year — but Old El Paso is gearing up now.

The Mexican-inspired brand has launched a multimillion-dollar campaign — "Make Some Noise for Your Home Team" — with Team GB (Great Britain).

The campaign features four athletes: double Olympic swimming champion Tom Dean MBE (Member of the Order of the British Empire), Olympic silver medal winning weightlifter Emily Campbell, Olympic diving champion and three-time medal winner Jack Laugher MBE, and Olympic BMX racing champion Bethany Shriever MBE.

Led by agency M&C Saatchi Sport & Entertainment, the 30-second Old El Paso spot is live across social and digital. Each athlete is featured in action. The work is running across Meta, YouTube and Unruly.

The creative notes that eating together is the ultimate team sport.

In addition, the food brand is offering fans the chance to win VIP tickets to watch the Paris 2024 Olympic Games in Paris, via an on-pack promotion.

Aditi Hilgers, head of marketing at Old El Paso, said: “As a brand that celebrates connection and community, we believe in celebrating the unique flavors and extraordinary talent that each individual brings to the metaphorical table.”

Tokyo 2020 swimming champ Tom Dean, who doubles as the ad's voiceover, added: "Whether we’re competing or enjoying meals at home with our friends and family, we thrive in a team environment. So now we’re calling on the nation, to get behind us and make some noise!”