OMEGA, the esteemed Official Timekeeper of the Olympic and Paralympic Games since 1932, has revealed its groundbreaking global advertising campaign for the Paris 2024 Olympics.
This innovative initiative, spanning television and digital platforms, reimagines Paris as a surreal athletic playground, celebrating the spirit of overcoming challenges and the relentless pursuit of golden glory.
At the heart of this campaign is a unique collaboration with SDM, one of the most coveted names in the French hip-hop scene. Known for his powerful flow and fierce delivery, SDM has crafted and performed original lyrics for the track “Born to be a Legend.” This anthem serves as the backdrop for OMEGA’s visually stunning portrayal of athletic prowess and determination, perfectly capturing the energy and drive of elite athletes.
The campaign features an impressive roster of world-class athletes, each demonstrating their exceptional skills against the backdrop of Paris’s iconic landmarks. These athletes include:
- Swimming: Léon Marchand
- Sprinting: Erriyon Knighton and Shericka Jackson
- Golf: Céline Boutier
- Decathlon: Simon Ehammer
- High Jump: Gianmarco Tamberi
- Table Tennis: Ma Long
- Climbing: Micka Mawem
- Sailing: Pete Burling & Blair Tuke
- Pole Vault: Mondo Duplantis
- Wheelchair Racing: Marcel Hug
- Wheelchair Fencing: Bebe Vio
These elite competitors are shown defying limits and pushing boundaries, their performances seamlessly blending with Paris’s urban landscape to create a dreamlike spectacle that embodies the Olympic spirit. The film not only showcases athletic excellence but also highlights the dreams and determination that drive such incredible performers.
The choice of SDM, a platinum-certified artist and one of Paris’s own rising stars, adds an authentic local flavor to the campaign. His dynamic style, showcased in hits like “Yakalelo” and “Gâchette,” resonates greatly with audiences. SDM’s impressive rise in the French music scene makes him an ideal collaborator for capturing the spirit of Olympic achievement in “Born to be a Legend.”
The campaign stands as a testament to OMEGA’s enduring commitment to the Olympic movement and its ability to capture the imagination of sports enthusiasts and watch aficionados alike. By partnering with SDM and transforming Paris into this fantastical arena, the brand celebrates the unique magic of the Olympic Games and OMEGA’s proud role in timing these historic moments.
The campaign has received an overwhelmingly positive response from viewers. Comments like “Who made this video? Give some credits to the production team! Awesome content!” and “Beautiful, Give a salute to the person who made this ads. Bravo!!!” reflect the admiration for the campaign’s production quality and emotional impact. Viewers have praised the content, calling it “goosebumps-inducing” and expressing their excitement and appreciation for the innovative and inspiring campaign
