'Start Me Up' - Omega's new 60 second TV commercial
for the 2012 London Olympics
OMEGA Watches has just released a new 60 second TV commercial to mark the 2012 London Olympic Games, and what a beauty it is. It features the classic Rolling Stones 1981 hit 'Start Me Up' - or more accurately, Keith Richard's unforgettable opening guitar riff, which underscores a series of athletes limbering up for their various events. It's only in the last ten seconds that Mick Jagger's familar vocals kick in to dramatic effect.
The purpose of the commercial is to subtly announce that OMEGA is timing the London Olympic Games. It's been 80 years since the brand first timed an Olympic Games, and as Official Timekeeper for London 2012, OMEGA Watches will once again bear witness to Olympic glory.
As a matter of scary fact, it's also 50 years since the Rolling Stones became a band and just over 31 years since "Start Me Up" first entered the charts!
The remixed version of 'Start Me Up' was created especially for the commercial by producer Don Was. The on-screen footage features 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, all Olympic hopefuls and - what else - all OMEGA Brand Ambassadors.
The message behind the commercial is that this is their time, their time to pull off a world record performance in London. Let's hope it's a riveting Games. This commercial is certainly a great way to 'start me up' for hours of enjoyable Olympic coverage.