Singapore Airlines creates ambient song ‘Non Stop’ as part of its ‘Seattle Sounds Even Better Now’ campaign
Singapore Airlines has launched a campaign called ‘Seattle Sounds Even Better Now’ to mark its first nonstop flight to Seattle. It has released an ambient music track called ‘Non-Stop” – a creative collaboration between SIA and Seattle-based artist Chong the Nomad – as part of the campaign. A spokesperson for SIA said: “The initial creative concept was proposed by TBWA, but it was subsequently co-developed as a team.
“TBWA and our production team identified Chong the Nomad as one of the artistes who will be able to bring our ideas to life. Her style of music production was in line with what we were looking for.”
The track features ambient sounds from the A350-900, the airplane that is being used on the route and can be heard for free on Spotify. SIA has also released a video chronicling the creation of the track:
‘Non Stop’ consists of a seamless arrangement of A350 aircraft and cabin sounds such as the roar of the engine, silverware clinking, the click of the seatbelt, the ding of the flight attendant button and even the voice of the Singapore Girl, besides percussive elements such as taps on the tyres of the A350’s nose-wheel or the whirrs and ratchets of cockpit controls.
SIA senior vice president of sales and marketing Campbell Wilson said: “Seattle is known for its rich music scene and is home to major musical influences such as Nirvana, Pearl Jam and Jimi Hendrix.
“With the launch of our first flights to Seattle, we wanted to have a little fun and pay a contemporary tribute to this heritage by creating a music track that’s completely one-of-a-kind.
“Working alongside up-and-coming producer and beatsmith, Chong the Nomad, we’ve created a brand new track by remixing sounds collected directly from our Airbus A350, and we’re excited to share with everyone the final product of this innovative and playful collaboration.”
Man, that is ridiculous.
ReplyYeah, um, well… right.
Now then…
ReplyIs this the commercial Ng Tian did for the pitch? OMG it’s so good.
ReplyDon’t you get it @nowords? I don’t think you get it. She banged on stuff and made music. But it’s a plane. She banged on a plane. Like Stomp banged on stuff in 1991. It is totally fresh, don’t you see? She mixed the sounds on her Mac on garage band. And she’s [Edited under Mumbrella’s community guidelines].
ReplyDid she think that the console in the cockpit was a turntable?!
Sure hope the pilot checks all the switches before flying.
On a side note, title says Seattle sounds better but she’s making music out of a plane in Singapore? There’s no idea.
ReplyOne has to ask what’s the purpose of calling for a long drawn pitch only to retain the incumbent to create stuff that struggle to meet the strategic and creative litmus set.
ReplyHow is it promoting flights to Seattle or getting organic views because it’s so fresh and entertaining?
Has anyone on the account ever flown or worked on a premium airline before? Or know how to make a video you don’t want to skip?
https://www.youtube.com/watch?v=fBJ3b2eUTlU
https://www.youtube.com/watch?v=iVgbHGV5XiY
https://www.youtube.com/watch?v=eLUQs_tK9Y0https://www.youtube.com/watch?v=115dgIHu9Ms
We could go on…
ReplyTheir main competitor has also done it before…
https://www.youtube.com/watch?v=xOvmOVi6DIE&t=5s
ReplyAnd they did it way better too. Even won a couple of awards for the agency while at it.
ReplyThis is baaaad.
ReplyI would rather see a SQ girl walking around Seattle with her fake smile.
ReplyThis “music’ doesn’t even sound good to the ears.
Maybe “Seattle Sounds” would have been better.
Just Dire.
Hmm, I think Fish and Co did it in Singapore for a radio commerce in 2005 using cooking sounds to incite hunger and interest at lunch times…
ReplyThe main problem is how do you convince people to PAY XX% more
Replyfor a ticket to the same destination. They have not answered that question for a while now. Making music on a plane sounds low budget.
Nonsense.
Sure, sounds even worse than a plane crash.
Reply“Seattle SOUNDS even better”
Worst pun of the year.
Replywhat does this ad tell me about the airline and the experience I will have when I pay top dollar to fly with SQ? Nothing. How does it differentiate the airline from others making similar routes? It doesn’t.
This is simply a gimmick. And not even original enough to make it interesting. Gimmicks don’t transform businesses. Gimmicks don’t create long-term customer trust and loyalty.
Very surprised an agency would produce something so generic for a major new campaign.
ReplyCathay did a way better job with Sounds of Travelling Well 2 years back.
ReplyWell it just scored an Ad Age feature, how many of you can say the same?
ReplyGreat. That will really help sell tickets.
Get out of your bubble.
Reply“Seattle is known for its rich music scene and is home to major musical influences such as Nirvana, Pearl Jam and Jimi Hendrix.”
I don’t see the linkage here. The girl lives in Seattle? That is the connection you made to the brief? What on earth.
ReplyI couldn’t help checking out the work of the team that is credited.
Pretty polished but I had to wonder about advertising horse sense.
There’s a campaign in there called The Next Rembrandt…for
a dutch bank. The idea is full of wonderful words like data, facial recognition, analytics, height bump sensors….but at the end of the day,
they used it to create a Rembrandt knock-off. And a solemn exhibition around a counterfeit painting.
I really wonder how that rubbed off on the bank’s image.
ReplyDidn’t it win a Cannes Grand Prix though? I know, I know…. Cannes vs the real world, but still, I doubt many of the Mumbrella commenters (including me) have one to their name.
ReplyTBWA, this is the worst film we have ever seen for SIA. I heard [Edited under Mumbrella’s community guidelines] vomited in his own mouth after seeing it. It looks like an AirAsia effort at best. You just dumped the brand down a peg, please take it off the air and delete all masters.
ReplyHave your say