Omega unveils Start Me Up Olympic drive

Omega, the official timekeeper for London 2012, today (29 May) launches its global Olympics TV ad, which features an array of Olympic hopefuls and focuses on the pivotal few seconds before they compete.

The ad features Jessica Ennis, US sprinter Tyson Gay and several other Omega brand ambassadors and Olympic hopefuls. The soundtrack is a remix of the Rolling Stones' 'Start Me Up'.

The ad is expected to air in the UK in the coming weeks and will run alongside social media activity on Twitter, using the hashtag #startmeup.

The campaign was filmed at five different locations in South Florida in the US, including the stadium of the NFL team, the Miami Dolphins.

Stephen Urquhart, president, Omega, said: "The shooting schedule and locations for the spot were quite ambitious. But the result is powerful and emotional, and we are very happy with the result.

"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 for 30 years."

The London 2012 Olympics marks the 25th time that Omega has been the official Olympic timekeeper.

However, its sponsorship of London 2012 has not been without a hitch.

An Omega digital clock built on Trafalgar Square and counting down to the start of the Olympics, stopped working with 499 days to go causing embarrassment to the brand.

Follow John Reynolds on Twitter @johnreynolds10