| Images Courtesy and credit Omega SA (used with permission) Click on any image to see it at its highest resolution |
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Bienne Switzerland (23 September 2003)--
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 names 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".
Omega is as well-known as a pioneer in advertising as it is in watchmaking. The company's first descriptive advertising appeared in 1894 and concentrated on the technical achievements of watches which were distinguished at international exhibitions like the Paris World Fair of 1900. From 1900 Omega commissioned the best graphic artists and painters to illustrate the brand's advertising message. Particular attention was also paid to slogans, since they were often used over decades. The tag line "Omega, the right time for life", for example, was seen on every advertisement between 1927 and 1943.
In 1948, the brand's centennial year, Omega extended its market penetration further with its first global advertising concept, which presented a universal identity for the brand. This remains an overriding principle of advertising at Omega today and is crucial in supporting the worldwide distribution network. In the late 1950s and early 1960s, photography started to take predominance over creative artwork in Omega advertising, which coincided with the launch of the four now familiar collections Constellation, Seamaster, Speedmaster and De Ville.
The new "Choices" advertising campaign goes back to the roots of Omega advertising by selecting the very best artists. 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.
Posted by Dell Deaton, April 1, 2008 at 9:49 AM
