Iconic timekeeper partners with acclaimed French rapper SDM for an inspiring blend of sports and music, transforming Paris into an athlete’s dreamscape
OMEGA, the Official Timekeeper of the Olympic and Paralympic Games since 1932, unveiled its Global advertising campaign for the Paris 2024 Olympics. This innovative campaign, spanning television and digital platforms, reimagines Paris as a surreal athletic playground, celebrating the spirit of overcoming challenges and the pursuit of golden glory.
At the heart of the campaign is an exclusive 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 written and performed original lyrics for the track “Born to be a Legend.” This powerful anthem serves as the backdrop for OMEGA’s visually stunning representation of athletic prowess and determination.
The campaign features an impressive roster of world-class athletes, each demonstrating their exceptional skills against the backdrop of Paris’s iconic landmarks: 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 just showcases athletic excellence but also the dreams and determination that drive such incredible performers.
Campaign Link – https://www.youtube.com/watch?v=Th7lxTBg96c
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,’ resonated greatly with the 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 is celebrating the unique magic of the Olympic Games and OMEGA’s proud role in timing these historic moments. The campaign is being rolled out across global television networks and digital platforms, offering viewers a mesmerizing glimpse into the convergence of sport, artistry, and timekeeping precision that defines the Olympic Games. As the world’s leading watch manufacturer in innovation and precision, OMEGA continues to push the boundaries of possibility in luxury watchmaking. From being the first watch on the moon to timing the deepest depths of the ocean and being James Bond’s watch of choice, OMEGA’s legacy of excellence makes it the perfect timekeeper for the world’s premier sporting event.
