OMEGA, the official timekeeper of the Olympic and Paralympic Games since 1932, has launched a new global advertising campaign for the Paris Olympics 2024.
The unique campaign, which spans television and digital platforms, reinvents Paris as a surreal athletic playground, honouring the spirit of perseverance and the chase of golden glory.
The ad revolves around an exclusive partnership with SDM, one of the most wanted names in the French hip-hop industry. SDM, known for his strong flow and passionate delivery, wrote and delivered the original lyrics for the single ‘Born to be a Legend.’ This stirring anthem provides a backdrop for OMEGA’s visually spectacular depiction of athletic talent and determination.
The commercial includes a remarkable array of world-class athletes, each exhibiting their extraordinary skills against the backdrop of Paris’ prominent landmarks: Swimming: Léon Marchand. Erriyon Knighton and Shericka Jackson in sprinting, Céline Boutier in golf, Simon Ehammer in decathlon, Gianmarco Tamberi in high jump, Ma Long in table tennis and Micka Mawem in climbing. Sailing: Pete Burling and Blair Tuke; Pole Vault: Mondo Duplantis. Marcel Hug specialises in wheelchair racing, while Bebe Vio focuses on wheelchair fencing.
These elite athletes are seen surpassing limitations and pushing boundaries, and their performances combine flawlessly with Paris’ metropolitan surroundings to create a magical spectacle that reflects the Olympic spirit. The video depicts not just physical greatness, but also the dreams and perseverance that motivate such exceptional athletes.
The inclusion of SDM gives a real local flavour to the campaign. SDM’s meteoric rise in the French music industry makes him an excellent collaborator for conveying the spirit of Olympic success in ‘Born to be a Legend.’
The campaign demonstrates OMEGA’s long-standing devotion to the Olympic movement, as well as its ability to captivate the imaginations of sports fans and watch enthusiasts. By collaborating with SDM to convert Paris into this fantasy stadium, the brand celebrates the Olympic Games’ unique charm and OMEGA’s proud role in timing these historic events. The ad is being launched across worldwide television networks and digital platforms, providing viewers with an enthralling insight into the Olympic Games’ unique blend of sport, artistry, and timekeeping perfection.
OMEGA’s heritage of excellence, which includes becoming the first watch on the moon, timing the lowest depths of the ocean, and serving as James Bond’s watch of choice, makes it the ideal timekeeper for the world’s best sports event.
