UOB places children at the centre of new ‘timeless values’ campaign

Singapore-based United Overseas Bank has released a pair of films showing the brand’s ‘timeless values’ tagline through the eyes of children.

Targeting Singapore’s wealthy market, the UOB Private Bank campaign was made by creative agency BBH Singapore and shot by director David Tsui.

In the first film, entitled ‘The Book’, a young girl working in her father’s secondhand bookstore learns an important lesson about customer relationships when a man donates a book worth S$4,500.

As much as the girl wants to keep the book, revealed to be an old copy of The Adventures of Sherlock Holmes, when the customer returns to collect another book, her father gently encourages her to return the detective classic too.

The second film features a young newspaper boy who befriends an elderly woman on his delivery round.

However, when the old lady isn’t around to answer the door one day, the boy immediately senses something is wrong and discovers her collapsed in her living room.
Fortunately the woman is rescued with just a broken arm. The ad ends on a humorous note as the paramedic mistakes the young boy for the woman’s grandson, while the two share a knowing look.

UOB’s head of group retail marketing Cecilia Wong said:The commercials demonstrate the importance we place on values and in building deep relationships with our clients.

“In ‘The Newspaper Boy’, the story is reminiscent of how the relationships we nurture with our clients go above and beyond transactional relationships. In ‘The Book’, we have brought forth ‘honour’ as the fundamental value that guides us in our decisions and actions.”

According to a media release from BBH, the films aim capitalise on the bank’s ‘timeless values’ message when these values and relationships are put to the test.

BBH has held the UOB account since 2014, when it won a hotly-contested pitch against Saatchi & Saatchi.

Since then, BBH refreshed the brand’s message with a new slogan ‘Right by you’, which was released to coincide with the bank’s 80th anniversary in 2015. 

Since last year, the brand has put the spotlight on inter-generational relationships with the release of its campaign ‘Generations’, which aimed to put a more positive spin on ‘self-obsessed’ youngsters.

Also made by BBH, the film has amassed more than a million views on Facebook since its release last year.


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