Omega first out of the blocks in Olympics ad race

I reckon this is the best sports ad so far for the London Olympics, sprinter Tyson Gay, he of the hairy armpits, and others performing for the Games’s long-serving ‘official timekeeper’ Omega. It’s been 80 years since Omega first timed an Olympic Games and 50 years since the Rolling Stones became a band and just over 31 years since “Start Me Up” first entered the charts. To mark this occasion, the Olympics watchmaker has produced an extended Games-themed television commercial.

The choice of the Rolling Stones’ ‘Start Me Up’ is inspired, all the more so as there seems to be no (official) agency involved.

Here are the lads performing a somewhat preening version of the original. That Mick Jagger would have been great in the synchronised pole vaulting.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.