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The Drum Digital Transformation Festival launch

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Gordon Young
Editor-in-chief at The Drum

Ads we like: Singlife uses Crazy Rich Asians star Henry Golding in underdog tale

Singapore-based financial brand Singlife has launched the latest ad to use ambassador Henry Golding, using his story of hairdresser-to-movie star to underpin the brand’s values that everyone can succeed by being smart.

The Crazy Rich Asians star was selected partly because of the film’s connection to Singapore but also because his story of success is one that resonates with the brand. Singlife says Golding’s story of ambition and potential should also apply to the way we manage our money.

The ad sees the star rushing around Singapore’s Central Business District happily extolling the virtues of being smart, rather than being born with money. The message is that a desire to make a mark on the world is more powerful than being born with wealth.

The video has been launched across the brand’s social media accounts and will be supported by out-of-home (OOH) advertising across Singapore in April.

According to Singlife, the ad was conceptualised and planned in-house, with the assistance of 72andSunny and Applebox.

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