Omega Ad; Generations For Peace; British, Russian Officials Talk Olympics

5/29/2012

Omega Advertisement

Omega is set to reveal its first London 2012 advertisement.

The official timekeeping partner of the Olympics released the “Start Me Up” campaign with a 60-second advertisement of Olympic athletes including Tyson Gay and Jessica Ennis.

In the ad, the athletes are seen warming up before their events with a remix of The Rolling Stones classic “Start Me Up” playing in the background.

"The shooting schedule and locations for the spot were quite ambitious,” Stephen Urquhart, president of Omega, said.

“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."

Augmenting the television campaign, Omega will also have a Twitter component using #startmeup and other digital and print media elements.

The ad will go on YouTube on June 1 and, according to an email from an Omega representative, “will continue to be screened in numerous countries around the world between now and September. In the UK the TV premiere will take place during the UEFA EURO final on ITV on 1st July.”

British, Russian Officials Talk Olympics

Top officials from the United Kingdom and Russia meet to discuss Olympic volunteer collaboration efforts.

"Russia and the United Kingdom are two of the leading sports powers in the world, and we have an interest in sharing our experience,” William Hague, UK Minister of Foreign Affairs, said in a statement.

Hague was awarded the symbolic volunteers’ heart by members of the Sochi 2014 volunteer team selected to assist in the London 2012 Olympics.

The "warm heart" is a symbol of the Sochi 2014 volunteer program, and its transfer from one volunteer center to another demonstrates cooperation and contribution towards the common good.

“There is a close and friendly level of cooperation between the organizers of the Olympic Games in London and Sochi,” said Dmitry Kozak, Russian deputy PM and Olympics czar. “This serves as an example for cooperation in all other areas.

“The Foreign Secretary emphasized that as Russia prepares for the Kazan 2013 Summer Universiade, Sochi 2014 Winter Olympic Games, the 2018 FIFA World Cup, and other global events such as Formula 1, World Ice Hockey, Rugby Sevens and world athletics, our joint sporting links were set to get still stronger,” the Foreign Ministry said in a statement on its website.

Also in the meeting were Russian sports minister Vitaly Mutko and Sochi 2014 CEO and president Dmitry Chernyshenko.

At the event, it was also announced that 104 Sochi 2014 volunteers will attend the London Olympics

Generations For Peace Celebrates Jordan Independence

Generations For Peace celebrates Jordan Independence Day at the newly renovated Generations For Peace Auditorium in Amman.

Generations For Peace leaders and volunteers combined forces with Lothan Youth Achievement Centre volunteers Saturday to discuss the use of sport as a peace building technique.

“I am a passionate believer in sport’s power to mobilize and unite people from different backgrounds, with different perspectives,” said Generations For Peace founder and chairman Prince Feisal Al Hussein, also IOC member and NOC president for Jordan.

“Using sport-based games and other activities, Generations For Peace programs offer children and adolescents a safe, transitional space for individual and collective behavior change.”

Established in 2007, Generations For Peace now includes 6,000 delegates and peace pioneers in more than 45 countries and territories throughout the Middle East, Europe, Africa and Asia.

Media Watch

The New York Times reports on Usain Bolt taking "a slower step toward London" at Saturday's Golden Spike meet in Ostrava, Czech Republic. 

Written by Ed Hula III and Hannah Reid.

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