OCBC Bank has tapped on the star power of Gurmit Singh, most known for playing the iconic Phua Chu Kang TV character, in its latest nationwide campaign promoting its Life Goals programme.
Called “Imperfect Journeys”, the three-minute film sees Singh reflecting on his childhood and relationship with his parents up until he gained famed as a comedian, before deciding to step away from the spotlight. The spot also sees Singh highlighting the importance of family and why he chose to prioritise his own.
The campaign was directed by local filmmaker Royston Tan, and was conceptualised with GOVT Singapore for creative, and Wavemaker, the bank's recently re-appointed media agency. Through the campaign, OCBC looks to showcase how its Life Goals financial planning programme can help customers keep on track through the “twists and turns of life”. On top of digital, the campaign also runs on TV, cinema, social media, outdoor advertising and more.
Watch the spot here:
"Our team has been working tirelessly to push the creative work into spaces rarely seen by a Singaporean bank. It’s motivating to see that effort paying off, and hopefully it rewards our clients’ bravery and trust in us,” Stephen Kyriakou, creative director at GOVT Singapore, said.
“Imperfect Journeys” comes on the back of a recent campaign called “Make Playtime Count” which saw the bank handing a part of its commercial budget to Zemily Leaw to co-direct its Might Savers programme campaign. Previously, she created a series of financial literacy videos for OCBC titled “Zemily’s Zappy Guide to Life”. The video featured Zemily sharing tips on money management.
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