SpotlightOmega Turn Paris Into A Playground For Athletes In Their Olympics 2024 Ad Campaign

Official timekeeper of the 2024 Paris Summer Olympics, Omega recently kickstarted their print and TV ad campaign for the Games with an awe-inspiring video that highlights both the host city’s many icons and athletes that are ‘born to be legends’. In the Omega Olympics ad campaign, the brand scale down iconic sights of Paris like Champs Élysées, Arc de Triomphe, Sacré-Coeur, Eiffel Tower and the Alexander III bridge, and Olympic and Paralympic athletes display their prowess at various sporting activities with these these icons as the arena. Only, with the help of visual effects, these Parisian sights become more than mere backdrops, like a sort of character in the story Omega wish to tell—that with the city as the stage, “there are no limits to their huge potential”.

Omega And The Optics Of The Olympics

French swimmer Léon Marchand dives into the river Siene, and emerges near the Alexander III bridge; Italian high-jump athlete Gianmarco Tamberi glides over the Arc de Triomphe; Swedish pole vaulter Mondo Duplantis scales the Sacré-Coeur; the Pont de Bir-Hakeim bridge serves as a net for Chinese table-tennis champion Ma Long and his opponent; and Trocadero Square becomes the fencing piste for Italian Paralympic gold winner Bebe Vio.

French swimmer Léon Marchand dives into the river Siene, and emerges near the Alexander III bridge

Marchand filmed at the end of the race. In the film, he is shown emerging at the Alexander III bridge over the Siene

These champions are among the 12 athletes—all ambassadors of the brand—showcased along with Parisian icons in the Omega Olympics ad campaign. Sights of the city were also scaled up, as a team of oarsman are shown rowing through a larger-than-life puddle on a cobbled street, complete with a reflection of the Eiffel Tower.

Omega’s Accuracy On Display

For the Omega Olympics ad campaign, monuments in the city were filmed first, while shots of athletes were taken against green screens in various other locations. These were then merged together using cameras mounted on robotic arms. The precision displayed on film is nothing short of Omega’s own accuracy when it comes to crafting timepieces, or, more appropriately, timing each Olympic event with precision. The result is an inspiring video that represents not just the largest sporting event in the world, but also the dreams and determination of each athlete that participates, no matter how diverse the sport or the countries they represent.