BBH Singapore creates ‘worst parents in the world’ in bid to solve financial retirement woes

A groom who begins his wedding speech by branding his parents the worst in the world forms the launch pad for a BBH Singapore campaign for insurance firm NTUC Income.

In a near five-minute video, the groom shocks guests by lamenting how little he had as a child while his friends went on lavish holidays and were sent to expensive schools.

But the speech turns on its head mid way through when he thanks his parents for an “amazing childhood” – and for planning for their retirement.

Under the tagline The Best Gift for your Child, the campaign is designed to encourage parents to plan their financial future rather than rely on their children to bail them out in later life.

NTUC Income said research revealed that 66% of parents were concerned about having insufficient funds in retirement yet would still sacrifice their retirement planning in order to spend on their children today.

BBH Singapore planning director Thomas Wagner said the campaign creative is designed to “start a conversation” about the issue.

“Parents spend a lot of money on their children so they can enjoy the best possible life now and in the future,” he said. “However, in doing so, they sometimes forget about themselves and the impact their own financial future has on the life they want their kids to have. This is the tension Income wants to start a conversation about and help solve.”

Income chief marketing officer Marcus Chew said the insurance firm wanted to articulate its message through story-telling “via an engaging film set in the backdrop of a wedding”.

“We hope this initiative will encourage Singaporeans to think more deeply about their retirement plans and, in so doing, take a step towards securing their own financial future so their children can be future ready,” he said.

The multi-channel campaign launches today and will run until the end of November.


Client: Income

Executive Creative Director: Joakim Borgstrom

Creative Directors: Janson Choo & Khairul Mondzi

Planning Director: Thomas Wagner

Account Planner: Amanda Lim

Content Strategist: Audrey Phoon

Account Directors: Chloe Fair & Manavi Sharma

Producer: Kim Lim

Production house: Freeflow Productions

Director: Roslee Yusof


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