‘Sing Anything’ Radio Campaign Rings For Ovation Vocal Specialist
Friday, 13 July 2012 13:07
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
When the campaign broke in July on Lite FM, auditions for new intakes took a
surprising spin. The students sang their telephone numbers to the panel of judges!
Client: Ovation Vocal Specialist
Agency: TBWA\Kuala Lumpur
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