When it comes to perfect song syncs in commercials, Omega has hit the nail on the head: The official time-keeper of the Olympics scored the Rolling Stones classic “Start Me Up” to soundtrack their spot in the lead-up to the summer games in London, USA Today reports.
As that indelible opening riff from the London hometown heroes careens out into space, the commercial features several Olympic athletes like sprinter Tyson and swimmer Natalie Coughlin prepping in the moments before the starting gun sounds.
“Just as the Beatles represent the Liverpool scene, the Rolling Stones represent the London scene of the Sixties, Seventies and beyond,” Omega President Stephen Urquhart said. “We’re really tapping into London and its musical heritage.”
Urquhart did not say how much Omega paid for using the song – though this is the most expensive commercial the company has ever done – but told a reporter who guessed $500,000, “You’re not far off.”
Music is proving to be a crucial part of the lead up to this year’s Olympics, especially when it comes to attracting younger viewers, with Coca-Cola getting producer/DJ Mark Ronson and singer Katy B to collaborate on a track called “Anywhere In The World” for their Move The Beat campaign. For the song, Ronson captured the sounds of prospective Olympians training, using samples of the field recordings to make the song’s beat.
“I’d kind of enjoyed the challenge of a different way of recording,” Ronson told Rolling Stone in a recent interview. “It’s kind of a science project. That’s what makes it fun to me. That’s what stimulates my brain.”