Playing it like Ad

Mountaineer Natapol Supmanu may not have made it to the top of Mount Everest earlier this year but his sponsors, Thai Beverage Marketing, are once again encouraging Thais to live their dreams, with a new campaign titled "Chang Iconic Contest".

All you need is to take part in social networking and have a little talent.

"Today, almost all the new generation is involved in social networking - Facebook and YouTube - as a means of communicating with each other. More than 10 million people have computers at home and more than 20 million people use computers at Internet cafes," notes marketing manager Sorrakrit Lathitham.

So far, the campaign has received more than 100 video clips, which have attracted a total of around 600,000 viewers.

"We know many in the new generation dream of becoming famous and we want to make their dream come true. However, they have to show off their abilities in playing guitar and singing. Our only rule is that you must have passion," Sorrakri says.

For the first in what Chang aims to be an annual contest, the idol is songs-for-life band Carabao, which is celebrating 30 years in the music business. Next year, the idol will be the rock band Bodyslam.

"The contestants must play a cover of a Carabao song in their individual style. We will weigh up their attempt and intention in addition to their skills. It can be solo, a duo, a trio or a band. You can play Carabao's slow song 'Thalay Jai' in a rock version. What's important is playing well, distinctively and with an individual style," says Sorrakrit.

The grand prize is a Custom 24 Paul Reed Smith guitar worth Bt160,000, signed by Carabao's Yuenyong "Ad" Ophakul, plus Bt100,000 in cash.

VIDEO ICONS

Ten semi-finalists - five chosen by public vote and five picked by a music guru - will be announced on October 10.

The winner and four runners-up will be selected on October 22 at Centerpoint Playhouse in CentralWorld.

They'll be the opening act for Carabao at the Carabao Expo, at the Queen Sirikit National Convention Centre from November 23 to 29.

For more details, visit www.ChangMusicWorld.com,

Kitchana Lersakvanitchakul

The Nation