Mumbai: Omega, the Official Timekeeper of the Olympic and Paralympic Games since 1932, unveiled its Global advertising campaign for the Paris 2024 Olympics. This campaign, spanning television and digital platforms, reimagines Paris as a surreal athletic playground, celebrating the spirit of overcoming challenges and the pursuit of golden glory.
At the heart of the campaign is a collaboration with French hip-hop sstar SDM. SDM has written and performed original lyrics for the track ‘Born to be a Legend’. This anthem serves as the backdrop for Omega’s representation of athletic prowess and determination.
The campaign features athletes, each demonstrating skills against the backdrop of Paris’ landmarks: Swimming: Léon Marchand; Sprinting: Erriyon Knighton and Shericka Jackson; Golf: Céline Boutier; Decathlon: Simon Ehammer; High Jump: Gianmarco Tamberi; Table Tennis: Ma Long; Climbing: Micka Mawem; Sailing: Pete Burling and Blair Tuke; Pole Vault: Mondo Duplantis; Wheelchair Racing: Marcel Hug; Wheelchair Fencing: Bebe Vio
These competitors are shown defying limits and pushing boundaries, their performances seamlessly blending with Paris’s urban landscape to create a dreamlike spectacle that embodies the Olympic spirit. The film aims to not just showcases athletic excellence but also the dreams and determination that drive performers.
The goal is to add an authentic local flavor to the campaign.
The campaign stands as a testament to Omega’s enduring commitment to the Olympic movement and its ability to capture the imagination of sports enthusiasts and watch aficionados alike. By partnering with SDM and transforming Paris into this arena, the brand is celebrating the Olympic Games and Omega’s role in timing thesec moments. The campaign is being rolled out across global television networks and digital platforms, offering viewers a glimpse into the convergence of sport, artistry, and timekeeping precision that defines the Olympic Games.
Omega added that it aims to push the boundaries of possibility in luxury watchmaking. It was the first watch on the moon and has also timed the depths of the ocean. It was also James Bond’s watch of choice.
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