UOB flexes its 'financial fitness' push in cinematic short

UOB has released a new campaign video in collaboration with GOODSTUPH and Directors Think Tank Singapore, debuting on the bank’s Instagram.

The video opens with three individuals in the midst of intense workouts: a basketball player dripping with sweat, a man stepping onto a treadmill, and a woman cycling while pouring water over herself to cool down.

As each character pushes through their sport, moments of personal financial triumph unfold. The basketball player glances at his watch, discovering he has hit his savings goal, and erupts in celebration. The man on the treadmill cheers as he sees his monthly retirement income target has been met. Meanwhile, the cyclist beams at the growth of her investment portfolio.

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A voiceover then reinforces the message, “Once you feel what financial freedom feels like, the possibilities are endless. Build your financial fitness today.” The video frames physical exertion as a metaphor for disciplined financial planning, highlighting UOB’s push for customers to achieve their financial goals with dedication and perseverance.

The video lands as UOB rolls out its first-ever “financial fitness” partnership with the Central Singapore CDC, a programme designed to make financial literacy more practical and accessible.

The initiative includes a new UOB financial health check, ongoing educational content across CS CDC’s channels, and life-stage-based financial fitness Workshops launching in 2026. The bank said the goal is to help residents build long-term financial resilience through simple, consistent habits, similar to training for physical fitness.

MARKETING-INTERACTIVE has reached out for more information. 

UOB's campaign follows a wave of brand-building activity across the banking sector. In September, Standard Chartered introduced its new global brand platform, “Now is your time”, positioning the bank as a partner that empowers clients to act decisively in pivotal moments.

Created with Leo Singapore, the campaign centres on the film “Ode to now”, which spotlights characters navigating ambition and achievement, from businesswoman Li Wen investing in her daughter’s future, to corporate investor Rahul and engineer Zahra. Li Wen’s daughter is played by TikTok prodigy Yeonah Kim, who also performed the soundtrack live with the Malaysian Philharmonic Orchestra and continues to front the campaign through social and behind-the-scenes content.

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