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OMEGA, Official Timekeeper, launches its advertising campaign for Paris 2024

This summer, the Olympic and Paralympic Games will come to Paris, capturing global attention with historic sporting moments in iconic locations across the city. The OMEGA Official Timekeeper now reveals its international advertising campaign, with an inspiring concept that celebrates both the host city and the athletes fighting for gold.

The visually stunning campaign has transformed Paris into a dreamlike playground, where the city's most recognizable landmarks have become a stage for sporting glory. Through a series of print and television executions, the brand has played with scale and optical illusion to seamlessly integrate athletes with their surroundings, as if there were no limits to their enormous potential.

Twelve athletes featured in the campaign are OMEGA ambassadors. In keeping with the spirit of the Olympic and Paralympic Games, its 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 dreams of success. Featured athletes include:

 

  • Mondo Duplantis, current Olympic champion and world record holder in pole vault.
  • Léon Marchand, French swimmer and world record holder in the 400m medley.
  • Gianmarco Tamberi, current Olympic high jump champion.
  • Erriyon Knighton, a rising star and one of the fastest sprinters on the planet.
  • Shericka Jackson, currently the fastest woman in the world in the 200m.
  • Ma Long, five-time Olympic table tennis champion.
  • Marcel Hug, six-time Paralympic Games champion and multiple world record holder in wheelchair racing.
  • Bebe Vio, double gold 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, world bouldering champion, in the sport of climbing.
  • Céline Boutier, the French golfer who won a Major.

 

The music used in the TV spot is an exclusive piece created in collaboration with French rapper SDM, who wrote and performed his own original lyrics for the song “Born to be a Legend.” Based on the OMEGA advertising concept, it celebrates the theme of overcoming challenges and dreaming of winning gold.

 

In production, OMEGA filmed on location in Paris, first capturing the city's famous landmarks. The athletes were later filmed on green screen in locations such as 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 landscapes, creating a truly hypnotizing effect for the viewer.

 

This campaign is the latest tribute to OMEGA's crucial role as Official Timekeeper of the Olympic and Paralympic Games, where the brand measures each event with unmatched precision. 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 world of watchmaking.

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