Towngas and PHD join hands to recreate ad song with local singers

Towngas and TVB Music Group have partnered to recreate the iconic ad song ‘Yang Guang Kong Qi’（陽光空氣) with local singers Chantel Yiu and Aska Cheung. Supported by PHD as the media arm, the campaign aims to showcase the brand's youthful and vibrant image and bring a classic to a new generation.

Recognising the song's resonance has varying degrees amongst different generations, Towngas deliberately repurposed the music while keeping the original lyrics and familiar melody to rekindle a flame with the older generation while inspiring a new one.  

Tradition and modernity are skillfully merged for an up-close experience of Towngas' craftsmanship through the energising reinterpretation by the two new singers of a new generation. Within the video ad, Yiu and Cheung put their spin on the tune in a music video that depicts them skating through the woods and cooking delicious meals with Towngas and TGC items, picturing a contemporary remix injected with vitality.

Meanwhile, media agency PHD deployed a contextually relevant media strategy to ensure the song was unmissable. PHD considered platforms that would resonate with each generation, igniting old memories amongst mature groups, reinspiring young adults and attracting the youth.

On top of TV commercials broadcast on TV channels, PHD aligned the ad to popular radio channels & music destinations such as Joox & YouTube. To highlight the music and visual elements further, PHD strategically positioned the music video across high-impact outdoor billboards and digital signage, maximising the optical and audio features of the music video.

Launched on 12 August, the official music video for "Yang Guang Kong Qi" has received 970,000+ views, indicating that the new generation is following in their seniors' footsteps and will be singing the rendition in years to come, according to the release.

"We are excited to work with Towngas on the campaign celebrating the 160th anniversary, reprise the classical Towngas that captures the essence of our city.  In the campaign, Towngas takes a unique angle, connecting generations and inspiring the new," said Phyllis Lam, business director of PHD HK.

“A classic of Cantonese pop music, "Yang Guang Kong Qi" is a collective memory of every generation of Hong Kong people, accompanying their growth. As Chantel and Aska reinterpreted the song, they exuded that same vigor, assuring that veteran music fans would reminisce, but also allowing young music fans to enjoy these classic Cantonese pop songs for the first time," said Ho Lai Chuen, president of TVB Music Group.

In the '70s, Towngas teamed up with famous lyricist Jimmy Lo (盧國沾) to capture the prosperity & development of Hong Kong from a fishing community to a wealthy society that moved from traditional oils & petrol to premium gas in the original song "Yang Guang Kong Qi." The song embodied the growth of Hong Kong and became a classic and well-known commercial song of Towngas, and Hong Konger’s have been singing it ever since.

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