UnionPay International and BLK J Singapore remake Frank Sinatra’s “My Way” in a new commercial featuring Joanna Dong
UnionPay International 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 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.
Vincent Ling, Deputy General Manager, UPI said, “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.”
1 Comment
They took and killed a classic song. Watered it down and its meaning, and repackaged it as asian smaltz.