Omega, the official timekeeper of the London
2012 Olympic Games, has unveiled its global advertising campaign
for the London Games, celebrating the brand’s rich Olympic history
and the great moments in time that are at the heart of the Olympic
The television commercial, produced in 15, 30
and 60-second versions, features Chinese diver Qiu Bo, U.S.
swimmer Natalie Coughlin, British heptathlete Jessica Ennis, U.S.
sprinter Tyson Gay, South African swimmer Chad Le Clos and U.S.
pole vaulter Jenn Suhr – all Olympic hopefuls and Omega Brand
Ambassadors – and focuses on the athletes’ routines and
concentration in the pivotal minutes and seconds before
competition, a moment in time for each athlete than can set the
tone for his / her entire performance.
The soundtrack was provided by the Rolling
Stones, who in this Olympic year are celebrating fifty years as
one of London’s most iconic music makers. Their 1981 hit, “Start Me Up”,
with its pulsating and instantly recognizable opening guitar riff
has been remixed by star producer Don Was and provides the perfect
soundscape for the world-class athletes.
“The shooting schedule and locations for the
spot were quite ambitious,” said Omega president Stephen Urquhart.
“But the result is powerful and emotional and we are very happy
with the result.” He added, “The Rolling Stones are the definitive
London band and we are thrilled with this mix that breathes new
life into a great song that the world has loved of thirty years.”
The commercial was filmed at five separate
locations in South Florida. Ennis and Suhr filmed at Sun Life
Stadium, the 75,000-seat home of the NFL’s Miami Dolphins; local
rowers from the Miami Rowing Club and an Olympic-hopeful archer
shot at Key Biscayne’s Miami Marine Stadium; Qiu Bo took to the 10
meter platform at the Fort Lauderdale Aquatic Complex; Tyson Gay
and his training partners from Pure Athletics in Orlando filmed at
Miami’s Curtis Park; and Coughlin and Le Clos shot at Ransom
Everglades School’s new aquatic complex.
“It was my first time in the United States and I
didn’t want to go home,” said Le Clos of his experience at the
shoot. “It was such a beautiful place to be, the school and the
facilities were fantastic. Being on set is very new to me, but
something I think I can get used to.”
The 2012 Olympic Games in London will have a
special significance for Omega. Not only will the company assume
the role of Official Timekeeper for the 25th time, it will also
celebrate 80 years since it first served as Official Olympic
Official Timekeeper at the Los Angeles 1932 Olympic Games. And in
1948, the last time the games were contested in London, Omega was
on hand to help usher in the birth of modern sports timekeeping.
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