Make Some Noise for your Home Team - Old El Paso | Clapboard Ad Archive

Old El Paso’s Make Some Noise for your Home Team campaign, spearheaded by M&C Saatchi Sport & Entertainment in the United Kingdom for 2024, capitalizes on the fervor of the Paris Olympics to elevate the brand’s role in creating moments of connection throughout the summer. At the heart of this multi-million pound activation is a collaboration with Team GB, casting Olympic athletes Tom Dean MBE, Emily Campbell, Jack Laugher MBE, and Bethany Shriever MBE as Home Team Heroes who star across digital content and custom in-store packaging, each sharing personal tips on bringing their signature flavour to Old El Paso meals. The campaign’s launch film, distributed via social and digital channels, cleverly draws parallels between the teamwork inherent in high-performance sport and the collective spirit of sharing meals, underscoring Old El Paso’s consistent positioning as the catalyst for family gatherings and celebrations. Through vivid sports sequences intercut with scenes of communal dining, the creative reinforces the message that eating together becomes the ultimate team sport, further energizing the national narrative around Team GB and deepening emotional ties between brand and consumer. The initiative’s retail dimension, which invites shoppers to win VIP access to the Paris Olympic Games through athlete-themed promotional packs, not only drives in-store participation but also extends the campaign’s reach into homes and local communities at a moment of peak national pride. Old El Paso here leverages the athlete ambassadors as recurring, recognizable faces in what Clapboard’s taxonomy would classify as FORMAT#8—Ongoing Characters or Celebrities, ensuring sustained campaign recall and tapping into the athletes’ established rapport with the public for maximum authenticity and aspirational pull. By integrating real sporting heroes into both its storytelling and product experience, the campaign fuses cultural relevance with purchase incentive, demonstrating a sophisticated understanding of how national events can anchor brand resonance in the food and drink category. Clapboard rates this 63/100. This campaign matters to the industry because it exemplifies how aligning brand purpose with national events and trusted personalities can meaningfully amplify both engagement and marketplace distinction.