eToro's 'Be the investor you want to be' campaign aired across 45 markets in 19 languages during the Paris 2024 Olympics, making it the first major brand to
ARCHIVEeToro Bets on Generative AI to Reach Investors Across Europe
eToro's 'Be the investor you want to be' is the investment platform's first advertising campaign produced almost entirely with generative AI, debuting during the Paris 2024 Olympic Games opening ceremony on 26 July 2024 and running across all 16 days of competition on Eurosport, discovery+, and Max, reaching 45 markets in 19 languages.
Announced on 24 July 2024, the campaign represents a landmark moment in both advertising technology and financial services marketing. eToro, operating as a social investing platform that allows users to trade traditional and innovative assets, follow other investors, share market opinions, and build financial knowledge, chose the world's most-watched sporting event as the launchpad for what its own leadership described as an early experiment in AI-driven creative production. The geographic scope is substantial: 45 markets spanning Multinational Europe and beyond, with localised language support across 19 distinct versions of the same campaign.
The campaign was produced in-house by eToro's creative team in collaboration with Lightricks, the generative AI visual content company behind LTX Studio. eToro became the first major brand to use LTX Studio — Lightricks' recently launched AI-powered video editing and storyboard platform — to produce an international advertising campaign. The initial visuals, stills, and motion were all generated through LTX Studio, replacing the need for conventional on-location filming. Custom audio and voice elements were sourced separately, rounding out a production model that is notable for what it did not require as much as for what it achieved. The Clapboard Score for this campaign is 63 out of 100, reflecting its technological ambition alongside the acknowledged growing pains of first-generation AI production at scale.
ARCHIVEeToro chose the Paris 2024 Olympic Games as its primary media vehicle for a deliberate reason. The Games represent one of the few remaining live broadcast events capable of commanding sustained, cross-border attention across Multinational Europe, and Eurosport's rights position made it the natural broadcast partner for a campaign targeting European retail investors simultaneously across dozens of markets.
The strategic rationale connects directly to category dynamics. The European online trading platform market was estimated at approximately $2.61 billion in 2024, representing roughly a quarter of a global market valued at around $10.98 billion in 2023, according to Research and Markets. Separately, Global Insight Services places the global online trading platform market at $7.1 billion in 2024, projecting growth to $9.8 billion by 2030 at a compound annual growth rate of 5.5 percent. Whatever the precise estimate, the direction of travel in Europe is clear: retail participation in capital markets is expanding, and competition for that audience is intensifying.
eToro's direct competitors in the European investment platform space include Trading 212, which has aggressively targeted cost-conscious retail investors across the United Kingdom and continental Europe with commission-free positioning, and Revolut, whose financial super-app model increasingly encroaches on brokerage territory across the same geographies. Against this backdrop, eToro's social investing model — built around community, shared performance data, and CopyTrading functionality — represents a genuine point of differentiation. The 'Be the investor you want to be' messaging leans into that positioning, framing investing as an expression of personal identity rather than a purely transactional activity, a resonant angle for a retail audience that includes significant numbers of first-time market participants across Europe.
eToro's in-house creative team built 'Be the investor you want to be' without a single frame of conventional location footage. The initial visuals, stills, and motion were generated entirely through Lightricks' LTX Studio, an AI-powered video editing and storyboard platform that eToro became the first major brand to deploy for an international advertising campaign. The production model is structurally significant: it demonstrates that a regulated financial services brand can move from creative brief to broadcast-ready material at a speed and cost profile that traditional production cannot match, particularly when the campaign requires 19 language versions across 45 markets.
The creative leadership team behind the campaign was led internally. Nir Smulewicz served as CMO, with Yannay Politi as VP Marketing and Shay Chikotay as Head of Creative overseeing the overall direction. Ella Krap Israel functioned as Senior Art Director, with Guy Magal as Senior Creative Copywriter driving the campaign's verbal identity. Art Directors Julia Remez and Yoav Banai contributed to visual development, while Ilan Bouni served as Director on the project. Marketing operations were led by Hila Shechter, with Reut Zour managing the project and Yonathan Avivi directing marketing strategy.
The tonal ambition of the campaign is empowerment without jargon. The line 'Be the investor you want to be' is deliberately inclusive, designed to address both experienced traders and newcomers across Europe who may not yet think of themselves as investors at all. The AI-generated visual language was built to feel aspirational and contemporary rather than technically cold, a meaningful challenge for a first-generation generative AI production. As reported by The Drum, CMO Nir Smulewicz openly acknowledged the work as an 'early experiment' and noted 'teething issues,' a candour that is itself strategically notable for a brand in the finance and banking category.
No independently verified performance data — such as audience reach figures, brand lift metrics, or conversion uplifts — for 'Be the investor you want to be' is publicly available at the time of writing. What is documented is the campaign's structural footprint, which is substantial by any measure in the finance and banking category.
The campaign aired across all 16 days of the Paris 2024 Olympic Games on Eurosport, discovery+, and Max, reaching 45 markets and 19 languages simultaneously. According to Finance Magnates, there are approximately 300 million active online trading accounts globally in 2024, a figure that contextualises the scale of the addressable audience eToro was reaching during one of the year's highest-profile broadcast events. In the European online trading platform market alone, estimated at approximately $2.61 billion in 2024 according to UK Finance Yahoo, the Olympic period represents a concentrated opportunity to shift brand preference among an audience with demonstrated investment intent.
The more consequential result may be the production model itself. By completing a 45-market, 19-language international campaign without conventional location filming — using Lightricks' LTX Studio as the primary visual production tool — eToro has established a replicable framework for AI advertising in the regulated financial services sector. That framework, even if imperfect in its first iteration as Smulewicz acknowledged to The Drum, positions eToro as a creative technology reference point within the social investing and broader investment platform categories across Multinational Europe and beyond.
'Be the investor you want to be' is eToro's first advertising campaign produced almost entirely with generative AI. It debuted during the Paris 2024 Olympic Games opening ceremony on 26 July 2024, running across all 16 days on Eurosport, discovery+, and Max, reaching 45 markets in 19 languages across Multinational Europe and beyond.
eToro used Lightricks' LTX Studio, an AI-powered video editing and storyboard platform. LTX Studio generated the initial visuals, stills, and motion for the campaign, replacing conventional on-location filming. eToro became the first major brand to use LTX Studio for an international advertising campaign, with custom audio and voice sourced separately.
eToro chose the Paris 2024 Olympic Games for its cross-border broadcast reach across Multinational Europe. Eurosport, discovery+, and Max provided simultaneous access to retail investment audiences in 45 markets, aligning with eToro's social investing platform strategy and the growing European online trading market estimated at approximately $2.61 billion in 2024, according to UK Finance Yahoo.
eToro's in-house team led the campaign. CMO Nir Smulewicz oversaw the initiative, with Yannay Politi as VP Marketing and Shay Chikotay as Head of Creative. Ella Krap Israel served as Senior Art Director, Guy Magal as Senior Creative Copywriter, and Ilan Bouni as Director, all working in collaboration with Lightricks on AI production.
eToro's campaign emphasises social investing identity rather than cost or convenience, the primary angles used by Trading 212 and Revolut respectively in European markets. The 'Be the investor you want to be' line frames investment as personal expression, targeting both experienced traders and first-time investors across Multinational Europe through AI-generated creative at international scale.
The Clapboard Score for eToro's 'Be the investor you want to be' campaign is 63 out of 100. The score reflects the campaign's genuine technological ambition as the first major brand use of Lightricks' LTX Studio for international advertising, balanced against the acknowledged first-generation limitations of AI production at this scale.
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