It's all sweet music to the ears - Record company Universal has been getting on the commercial bandwagon

<p>Universal Music Asia-Pacific is making itself heard throughout Asia </p><p>with the recording company's songs being featured in TV commercials all </p><p>over the region and its roster of artists - everyone from Hong Kong's </p><p>Cecilia Cheung and Kelly Chen, to Stevie Wonder, Shania Twain and Sting </p><p>- endorsing a variety of products. </p><p><BR><BR> </p><p>In Thailand, for example, Brian McKnight's recent number one hit, Back </p><p>At One, is currently being used in the latest television commercial for </p><p>Toyota Corolla. </p><p><BR><BR> </p><p>"The song basically complements Toyota Corolla's positioning of being </p><p>the world's best selling car," said Mr Nadda Burunasari, managing </p><p>director of Universal Music Thailand, who, prior to this role, was group </p><p>account director for JWT in that market. </p><p><BR><BR> </p><p>"The product was number one, much like Back At One, which happened to be </p><p>at the top of the charts at the time. It was, I guess, the right song </p><p>for Toyota at the right time and they and their ad agency in Thailand, </p><p>Dentsu, took advantage of that." </p><p><BR><BR> </p><p>Last year, the same client used another of Universal Music's acts, </p><p>Lighthouse Family and its hit High, in the television campaign for </p><p>Toyota Camry. </p><p><BR><BR> </p><p>"The campaign was a huge success," said Mr Nadda. </p><p><BR><BR> </p><p>"The client was inundated with orders. It would be nice to think that </p><p>the song High played a part in the success of this campaign." </p><p><BR><BR> </p><p>Another of Universal's artists, Sting, was seen in an ad campaign for </p><p>Compaq, where his single, Brand New Day, was featured in all TV </p><p>advertising for the product. </p><p><BR><BR> </p><p>Now, Sting is back and both seen and heard singing his latest single, </p><p>Desert Rose, in the new commercial for the Jaguar S-Type. </p><p><BR><BR> </p><p>Other Universal artists being seen and heard in commercials include </p><p>Shania Twain for Revlon in the US and Stevie Wonder in Japan for a brand </p><p>of coffee called Fire. </p><p><BR><BR> </p><p>Exposure in this commercial meant Universal bringing out a special CD </p><p>exclusively for Japan, featuring ballads by Stevie Wonder which has, to </p><p>date, sold more than 600,000 units. </p><p><BR><BR> </p><p>But perhaps it is Universal Korea that has best demonstrated the full </p><p>potential of its artist roster. </p><p><BR><BR> </p><p>For example, Universal act Aqua has been on commercials for Lotte Cannon </p><p>Xerox Machines and e-shop, an Internet shopping mall; The Cranberries </p><p>for Samsung Stock; the song Desafinado by Stan Getz and Charlie Byrd for </p><p>Daysis Whitening, a skincare product; Laura Fygi's version of I Love You </p><p>For Sentimental Reasons for Sik-Mul-na-Ra cosmetics; blues artist Etta </p><p>James for Coca-Cola; Secret Garden for Korea Life Insurance; and for two </p><p>campaigns for Hansol M.com, a mobile phone service, the operatic tones </p><p>of Andrea Bocelli. </p><p><BR><BR> </p><p>"What's good to know is that through the exposure received in this ad </p><p>campaign, Andrea Bocelli was well and truly introduced and established </p><p>in Korea," said Mr Hans Ebert, VP creative services and corporate </p><p>communications. </p><p><BR><BR> </p><p>"The artist has a strong fan base in this market and again, the campaign </p><p>had a very strong impact on the sales of Bocelli's new album at the </p><p>time." </p><p><BR><BR> </p><p>Mr Ebert said that coming up next is new song written and performed by </p><p>US-based singer-songwriter David Pomeranz, who is signed to </p><p>MCA/Universal in the Philippines. </p><p><BR><BR> </p><p>"It's called Singapore Girl and we're pretty confident that will have a </p><p>certain commercial interest to any company doing business in that </p><p>market," Mr Ebert said. </p><p><BR><BR> </p>