This summer, the Olympic and Paralympic Games will arrive in Paris, capturing the world’s attention with historic sporting moments in iconic city locations. The Official Timekeeper OMEGA now unveils its international advertising campaign, with an inspiring concept celebrating the host city as well as the athletes striving for gold.
The visually compelling campaign has transformed Paris into a dreamlike playground, where the most recognizable city sights have become a stage for sporting glory. Through a series of print and TVC executions, the brand has played with scale and optical illusion, to seamlessly blend the athletes with their surroundings, as if there are no limits to their huge potential.
Twelve athletes who feature in the campaign are OMEGA ambassadors. In keeping with the spirit of the Olympic and Paralympic Games, their selection covers a diverse range of countries, sports, and abilities. Not only do they represent OMEGA’s values of precision and excellence, but they also represent every competitor who is dreaming of success. Featured athletes include:
- Mondo Duplantis, the current Olympic champion and World Record holder in Pole Vault.
- Léon Marchand, French swimmer and World Record holder in the 400m Medley.
- Gianmarco Tamberi, the current Olympic champion in High Jump.
- Erriyon Knighton, a rising star and one of the fastest sprinters on the planet.
- Shericka Jackson, currently the fastest woman in the world over 200m.
- Ma Long, a five-time Olympic champion in Table Tennis.
- Marcel Hug, a six-time Paralympic Games champion and multiple World Record holder in Wheelchair Racing.
- Bebe Vio, a double gold medal winner at the Paralympic Games in Fencing.
- Simon Ehammer, the Swiss hurdler, long jumper, decathlete, and heptathlete.
- Peter Burling and Blair Tuke, the New Zealand sailing team with three Olympic medals.
- Mickaël Mawem, the world champion in Bouldering, in the sport of Climbing.
- Céline Boutier, France’s own Major winning golfer.
The music used within the TVC is an exclusive piece created in partnership with the French rapper SDM, who wrote and performed his own original lyrics to the song “Born to be a Legend”. Based around the OMEGA advertising concept, it celebrates the theme of overcoming challenges and dreaming to win gold.
In production, OMEGA shot on location in Paris, first capturing the famous monuments of the city. The athletes were later filmed on green screen in locations including Toronto, Shanghai, and Barcelona. Thanks to the use of rare and specific cameras mounted on robotic arms, the creators were able to smoothly and precisely merge the movement of the athletes with the city sights, and create an effect that is truly mesmerizing to the viewer.
This campaign is the latest tribute to OMEGA’s critical role as Official Timekeeper of the Olympic and Paralympic Games, where the brand measures every event with unrivalled accuracy. Starting 92 years ago, the company has timed the Olympic Games 30 times since 1932, and every edition of the Paralympic Games since 1992. It is an authentic part of OMEGA’s DNA that sets it apart in the watchmaking world.
The OMEGA Olympic Games Campaign is available on YouTube:
This article is brought to you by Omega through Pop Up Digital.
ADVT.