UnionPay International (UPI) has launched a TV commercial showcasing consumers being empowered by UPI to live life their way, from making purchases to enjoying the nightlife.
The commercial, which was conceptualised and produced by Blk J, Freeflow Productions and Red Roof Records, will run in Singapore, Thailand, the Philippines and Vietnam today. It will also roll out in Malaysia, Indonesia, Laos, Myanmar, Brunei and Cambodia by the end of 2017.
The video showcases Joanna Dong, recent contestant on the Sing! China competition, as the lead singer behind the remake of Frank Sinatra’s “My Way”. The remake of the classic is also featured in five other languages – Bahasa Indonesia, Burmese, Khmer, Laotian, Thai and Vietnamese.
“We have always taken a differentiated approach to the way we develop our business in Southeast Asia. UPI is a company that endeavours to live up to our brand promise of shared growth, mutual benefits and win-win cooperation,” Vincent Ling, deputy GM, UPI, said.
“UPI is a global brand that truly believes in empowering Southeast Asia. All the creatives who worked on this project are from independents and we are stoked to have been able to collaborate with them on this campaign,” Joji Jacob, creative co-founder of BLK J, added.