OMEGA's exciting new commercial for London 2012
After years of preparation,
planning, and up-at-dawn training for countless hopefuls, the
London 2012 Olympic Games are nearly upon us. The Games themselves
though are particularly important to watch giant OMEGA, who
once again will be undertaking the crucial role of official
timekeeper, making it their 25th time and eighty years
since they first did so at the 1932 Olympic Games in Los
Angeles.
With the help of their own Brand
Ambassadors from all over the world, OMEGA have unveiled a brand
new commercial that will surely get pulses racing in the lead up to
the very first event. Featuring Brand Ambassadors and Olympic
hopefuls such as 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, it's an exhilarating minute that for me perfectly
encapsulates what the games are about and how exciting they can be
in those key moments.
With the iconic Richards riff from
the Rolling Stones' classic 'Start Me Up' from their 1981 Tattoo
You album, the advert builds and builds until backed by Charlie
Watt's steady rhythm and Bill Wyman's confident bass- the gun
starts and the games begin. The riff has been specially remixed by
star producer Don Was with OMEGA president Stephen Urquhart describing
them as "the definitive London band and we are thrilled with this
mix that breathes new life into a great song that the world has
loved for thirty years".
Remember though that the games
haven't begun, yet the advert manages to perfectly capture the
sense of packed stadiums with baited breath the world over; this
was all achieved by filming in South Florida at various stadiums
and complexes including the 75,000-seat home of the NFL's Miami
Dolphins. As British hopeful Jessica Ennis said "It's a great
honour to be a part of this 'advert' and to be an OMEGA
Ambassador. To be featured alongside so many other great athletes
in this campaign is a real privilege."
Timing is critical for athletic
endeavours such as these, and the chronological prowess of OMEGA will
be key in deciding a lifetime's worth of focus, pain, and dreams;
for those athletes destined for a glory afforded to so few, timing
will be everything.
