Sound City Abuzz in Singapore Developed by the movie makers of 300, Sin City and Harry Potter, a 30 second commercial was aired in the heart of Singapore's Orchard Road. This campaign ran for 7 weeks, spread out over the festive periods of Christmas, New Year's and Valentine's Day. The mini-movie was directed around the concept of a 'Sound City' where viewers were invited to enter and log in to this surreal sound experience. The ad centers around three characters in their daily routine – a rocker, an elegant lady and a hip-hop enthusiast. The first scene shows them in a regular subway environment, but when they put on their Sennheisers, the surroundings transform into Sound City, where sound incarnates into tangible visuals. What follows is truly a feast for the eyes; the rocker evolves into a robot-like creature made of metal fragments stomping the streets, the lady morphs into flower petals gracefully soaring the skyline and the hip-hopper turns into a living, breathing graffiti tag. The ad ends with an overview of the enigmatic super-city and zooms out to reveal it all took place inside a Sennheiser headphone. Product shots from the Classic, Street, Sports and Audiophile range are shown before the Sennheiser logo completes the ad. Screened on the popular large screen outdoor LED wall of Shaw Towers, the commercial showcased Sennheiser's various headphone ranges to bustling crowds of the Orchard shopping hub. The video was also shown in 11 theatres before the movies were screened and on the indoor video walls. A visual extravaganza of underground and urban imagery, the ads appealed largely to the youth and street culture.