Singapore Airlines and TBWA Singapore got Chong the Nomad, billed as a "Seattle-based upcoming superstar DJ, music producer, and multi-instrumentalist", to create an original music track for the launch of the airline's new non-stop Singapore-Seattle route.
As seen in the 'trailer' above, the artist recorded a bunch of different sounds aboard and around an A350 on the tarmac at Changi*, then mixed them into a 2.5-minute song—a bubbly concoction of noises that you can hear in full on YouTube, Apple Music, Bandcamp, SoundCloud and Spotify:
Despite being woefully (or willfully?) ignorant about modern-day DJ-producer-multi-instrumentalists (not to mention partial to analog musicians), Ad Nut quite likes the tune. It's a neat collaboration and produced something fun. At the same time, however, Ad Nut can't help but wonder whether Chong the Nomad's involvement pulls in the kind of audience SIA needs to make its new route a success.
The 'Seattle Sounds Even Better Now' campaign launches globally across Facebook, YouTube and Instagram over the next four weeks. PHD is the media agency.
* Ad Nut was glad to learn the plane was safely parked, given the way Chong the Nomad was twisting random dials in the cockpit as if DJing at a club.
Group Brand Director: Char-Maine Tan
Brand Director: Nastasha Gotangco
Brand Manager: Justine Chng
Project Manager: Nash Tan
Creative Director: Greg Wood
Senior Art Director: Robert Nelk
Senior Copywriter: Mark Peeters
Artist / Music Producer: Chong the Nomad
Artist Manager: Austin Santiago
Production House: Brian Photoh
Director: Brian Oh
Executive Producers: Haydn Evans (SixToes) / Sariyanti Sannie (SixToes)
Producers: Una Yoon (SixToes) / Brian Oh (Brian Photoh)
Post Production: Brian Photoh
Media agency: PHD
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