The Rolling Stones’ 1981 hit “Start Me Up” has been used notably in commercials for Windows 95 and Ford, but a new TV spot may take the cake when it comes to synching the sports anthem.

Omega, the official time-keeper of the 2012 London Olympics, has used “Start Me Up” to soundtrack Olympic athletes, well, starting it up. In the minute-long clip, the song’s instantly recognizable riff is used to build tension and anticipation as the athletes prepare for the Olympic gun shot. Watch below.

“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 explained of the song choice to USA Today. “We’re really tapping into London and its musical heritage.”

When Microsoft used the opening chords of “Start Me Up” for its Windows 95 launch in 1995, the Washington Post reported that the company paid $12 million for the rights to the song.

Omega didn’t pay quite that much, though they declined to comment on the price tag of “Start Me Up.” Urquhart did respond to one reporter who guessed $500,000: “You’re not far off.”

– Jillian Mapes, CBS Local


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