OMEGA ropes in French rap star SDM for Paris Olympics 2024 campaign
This campaign reimagines Paris as a surreal athletic playground and features SDM’s track "Born to be a Legend"
OMEGA, the Official Timekeeper of the Olympic and Paralympic Games since 1932, has 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.
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”.
