OMEGA, the official timekeeper of the London 2012 Olympic Games, unveiled Wednesday its global advertising campaign for the London Games, celebrating the brand's rich Olympic history and the great moments in time that are at the heart of the Olympic movement. The television commercial, produced in 15-, 30- and 60-second versions, features Chinese diver Qiu Bo, US swimmer Natalie Coughlin, British heptathlete Jessica Ennis, US sprinter Tyson Gay, South African swimmer Chad Le Clos and US pole vaulter Jenn Suhr – all Olympic hopefuls and Omega brand ambassadors - and focuses on the athletes' routines and concentration in the pivotal minutes and seconds before competition, a moment in time for each athlete than can set the tone for his/her entire performance. The soundtrack was provided by the Rolling Stones, who in this Olympic year are celebrating fifty years as London's most iconic music makers. Their 1981 hit, "Start Me Up", with its pulsating and instantly recognizable opening guitar riff has been remixed by star producer Don Was and provides the perfect soundscape for the world-class athletes. "The shooting schedule and locations for the spot were quite ambitious," said Omega president Stephen Urquhart. "But the result is powerful and emotional and we are very happy with the result." He added, "The Rolling Stones are the definitive London band and we are thrilled with this mix that breathes new life into a great song that the world has loved of thirty years." The commercial was filmed at five separate locations in South Florida.
