UnionPay International (UPI) has launched a new TV commercial featuring Joanna Dong – the second runner-up of the recent Sing! China competition – as the lead voice behind the remake of Frank Sinatra’s ”My Way.” The commercial is produced by UPI’s advertising agency, Blk J, production house, Freeflow Productions, and music label, Red Roof Records.
The commercial features the remake of the classic in seven different languages – Bahasa Indonesia, Burmese, English, Khmer, Laotian, Thai and Vietnamese. In the film, we see the people of these countries being empowered by UPI to live life their way.
According to Vincent Ling, Deputy General Manager, UPI Southeast Asia, “We have always taken a differentiated approach to the way we develop our business in Southeast Asia. We were the first global payment brand to partner mall management group AsiaMalls to roll out QR Code payment on a wide scale basis in Singapore. We also collaborated with local switches and partners in Laos, Myanmar and Thailand, sharing our chip card technology to upgrade their payment infrastructure, making payments more reliable and secure to accelerate their adoption of electronic payments. UPI is a company that endeavours to live up to our brand promise of shared growth, mutual benefits and win-win cooperation – we do it our way too.”
The lead singer in the commercial, Joanna Dong, is also no stranger to marching to her own beat. Strongly bilingual, Joanna is passionate about sharing her love for Jazz with Mandarin speaking audiences. She also enjoys cross-genre collaborations and has worked with DJ Koflow, Robosonic and SonicBrat. Her new single launched last Friday.
Joji Jacob, Creative Co-Founder of Blk J, added, “UPI is a global brand that truly believes in empowering Southeast Asia. All three creative companies that worked on ‘My Life, My Way’ are independent local companies and being able to collaborate with UPI was amazing.”
The commercial will start running today in Singapore, Thailand, The Philippines and Vietnam. It will also be rolled out in Brunei, Cambodia, Indonesia, Malaysia, Laos, and Myanmar by end 2017.