UnionPay International (UPI) has launched a new TV commercial featuring Joanna Dong – the second runner-up of the recent Sing! China competition – as one of the voices behind the remake of Frank Sinatra’s “My Way.” The commercial is produced by UPI’s advertising agency, BLK J, Freeflow Productions, and Red Roof Records.
The commercial features the remake of the classic in six different languages – Bahasa Indonesian, 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, “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 foster their transformation into cashless economies. 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.”
Joji Jacob, Creative Co-Founder of BLK J, added, “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.”
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.