TBWA\Kuala Lumpur launches “Sing Anything” radio campaign for Ovation Vocal Specialist
It has been said that good singers can sing anything, including the phone book. TBWA\Kuala Lumpur took this thought as the creative premise for the new radio campaign for Ovation Vocal Specialist by getting the students to sing the telephone book for a recently launched radio campaign.
Ovation Vocal Specialist is a new school in Kuala Lumpur that teaches young adults and retirees to sing like professionals. The courses are taught by vocal specialists who emphasized on inner techniques like vibrato, a pulsating and wave-like motion that rides on sustained pitch.
“The thought is simple,” said Ovation Vocal Specialist’s Director, Nicholas Lee. “With the tutelage from our professional vocal specialists, our students can sing anything, including the phone book.”
“To prove their singing prowess, our students sang in different musical genres,” said Director, Jessica Chok. “It was fun and the best ones were used for our radio commercial campaign.”
CREDITS:
Executive Creative Director: Jeff Orr
Creative Director: Chow Kok Keong
Associate Creative Director: Tan Jit Seng
Writers: Tan Jit Seng / Chow Kok Keong
Brand Management: Aaron Cowie / Shaun Tay
A/V Producer: Stephanie Ooi
Audio House Producer: Raymund Wee Kin Mun
Audio House: WASP Studio Sdn Bhd
Music Composers: Ahmad Adam bin Ismail / Michelle Lee Cheu Ee
Singers: Michelle Lee Cheu Ee / Jingles Derek
7 Comments
Yup, saw it in American Idol too. Where the top 10 sang the phone book.
And it’s from this year’s Idol:
http://www.americanidol.com/videos/season_11/finale/singing_the_phonebook/
Surely there was a more original way of doing a radio ad for a singing studio?
So, they took a show idea and turned it into an ad. Is that a cardinal sin?
For me, it doesn’t matter where you get your inspiration from – life, TV shows, music, fashion, movies or American Idol or whatever – as long as it hasn’t been done for an ad. If you ask me, I think this is a good radio campaign because it shifted the ‘conversation and sound effect’ paradigm to something entirely different on a radio commercial. On top of that, it has a clear, conceptual thought – that you can sing anything after being taught at Ovation Vocal Specialist. Even the clients are enthusing about how excited they are over their radio campaign. When was the last time you heard a client this excited?
If Al Fatwah likes it, end of discussion.
Ah, mebbe people who are interesting in taking singing classes would tend to be viewers of AI, or at least the FINALE thereof? No?
By your logic, all u need to be a creative in ad industry is youtube, internet, a stack of movie DVDs, old award annuals, and you’re set.
It’s called ‘originality?” Hullo?
Originality? Are U kidding? Are you God? Didn’t you read the bible? King Solomon, of Ecclesiastes, about 971 BC, was one of the wisest man of all time. He wrote in Ecclesiastes 1:9, “That which has been is what will be, that which is done is what will be done, and there is nothing new under the sun.”
I agree: originality is non-existent. Unless you’re God and can create one. Then you can preach.
This radio campaign will stand out from a sea of radio commercials with conversations and sound effects but its closeness with American Idol will always be questioned. While I agree with Al Fatiha that it’s not a sin to take a show idea and turn it into an ad, there will always be judges who think otherwise. To me, it is still worth a shot at The Spikes because it had shifted the usual conversation and sound effect format.