Industry News - New Omega Advertising Campaign

The new Omega advertising campaign builds on the success of the “My Choice” idea launched in 1995, which first saw the brand’s now famous testimonials affirm their choice of Omega watches.

Today, eight years later, the long-term partnership with world-famous celebrities such as Cindy Crawford, Pierce Brosnan, Michael Schumacher and Ernie Els continues. In order to leverage the success of these personalities, give exposure to the company’s strong associations with the sports of sailing and golf, as well as recall the brand’s exploits in space exploration and its savoir-faire in traditional mechanical watchmaking, the company has developed a strong new identity for its advertising, based on the theme of “choices”.

Famous Vogue photographer Arthur Elgort was commissioned to shoot Omega ambassadors Cindy Crawford, Anna Kournikova and Pierce Brosnan especially for the campaign. The “Choices” theme aims to place these celebrities in credible, everyday environments that reflect their own lifestyle choices.

As a result, we see Cindy Crawford in the classic Austin Healey sports car, Anna Kournikova in the opulent setting of a top New York Hotel and Pierce Brosnan in one of New York’s hottest clubs.

The emphasis is placed on dynamic imagery, which is associated with a particular Omega timepiece. The visuals are intended to speak for themselves, with a concise text allowed only in exceptional cases.

The new Omega advertising is scheduled to appear in high-quality fashion magazines and daily newspapers from October 2003.

9/25/03