InterContinental Singapore taps Japanese ‘food connoisseur’ for ‘A Sensory Experience’
Luxury hotel chain InterContinental Singapore has enlisted one of Japan’s most prominent food critics to promote the brand’s culinary experience.
The self-described ‘gastronomic connoisseur’, Takanori Nakamura, is shown exploring Singapore’s world-famous food scene across both Michelin starred restaurants and busy hawker centres.
“Anyone can cook something delicious, but what makes it stand out is the dedication to details, the originality of the dish and the chef’s passion,” said Nakamura, in the film’s voiceover.
He continued: “For fine dining or in local hawker centres, artistic sensibility, passion, a sense of grace, unique style and a perfection in the details – these enable the best people to go beyond the best.”
Created in Arabic, English and Japanese, the film has been released both online and on in-flight entertainment for airlines including Emirates, Singapore Airlines, Qatar Airways and British Airways.
The film forms part of InterContinental’s global ’Sophistication’ Live’ series, which features a different location from around the world and examines what makes that place unique.
Previous videos have explored fine wine in Bordeaux, food in Hong Kong and tailoring in London.
Concept: J.Walter Thompson Asia Pacific
Production: Electric Lime Films
Director: Pabz Alexander
Director of photography: Tom Welsh
Seriously, who produces (and signs off) on this drivel? I get that food is a national past time in Singapore, but let’s not ahead of ourselves in producing schmaltz like this. Pretentious much? Videos like these only end up giving us indigestion. How cheesy does one need to get and how over exposed is Andre Chiang now, he’s been in Porsche and Jaguar plugs, now this? There’s 100s of chefs and dining establishments to cover, do we always have to keep using the same predictable ones? It’s like watching Dick Lee direct some local play/event year on year. Zzzzz. And yes, if I ever thought of staying in an Intercon – I won’t now.
Replyafter one has seen high level and thoughtful productions like Chefs Table, this fades into insignificance. Pompous from the get go. Feel sorry for the japanese guy having to say that he is a connoisseur…who the hell says that?
ReplyStyle over substance.
Did the agency and client involved in this, for one second, think about the audience? Or did they skip that and go immediately to self-indulgent pretentious circle jerk?
ReplyI laugh reading the 2 posts above.
I get it that you find the clip a bit pretentious and pompous but that’s what advertising and marketing is about … making it greater than life.
I take it that you don’t watch Meryl Streep, Kevin Spacey or similar great, over-exposed actors cos you’ve seen it all …. but you’re not pretentious or pompous of course.
Reply“I take it that you don’t watch Meryl Streep, Kevin Spacey or similar great, over-exposed actors cos you’ve seen it all …. but you’re not pretentious or pompous of course.”
Whats up dRN…..ur comment makes no sense….no regional briefs in jwt today?
Reply@Tan – echoed my sentiments exactly.
ReplyJWT has more important things to worry about now. Like how to retain Changi now that VM is over at Havas.
“….how to retain Changi now that VM is over at Havas”
LOL…..the work done for changi at jwt was/is the worst airport advertising in the world…..and no digital to speak of…..unless you count banners.
Replyon doing what nobody in this comments section did,,, GOLD
ReplyThis is amazing stuff unreal
ReplyHave your say