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By Amy Houston | Senior Reporter

August 22, 2023 | 4 min read

Creative agency BBH Singapore is behind the push aimed at 30- to 40-year-olds.

Remember The Calling? The 00s band who penned the hit Wherever You Will Go has recently lent their writing skills to an ad for Income Insurance.

The track, Fallin’ Apart, soundtracks a very emotive scene that sees a man come to terms with a life-changing health diagnosis.

The message is that life can fall apart unexpectedly, just at the time you and your family need the extra support the most.

The band proved the perfect choice for the collaboration, given their deep connections to the 30- to 40-year-old target audience who grew up listening to their music.

Stella Tan, vice-president and head of brand and segment marketing at Income Insurance, said: “Staying adequately covered with insurance is vitally important but often easily overlooked.

“Now more than ever is the right time to invest in life, health and critical illness cover following the aftermath of the pandemic and the current economic downturn where unforeseen circumstances can hit anytime. We’re amazed by The Calling’s ability to transform our message into a powerful rock song that connects with our audience on a personal and emotive level.”

To coincide with the ad, the insurance brand is also rallying members of the public to submit their own renditions of the song.

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Luke Somasundram, senior copywriter at BBH Singapore, added: “Songs have the profound ability to reach a place deep in our brains by way of our hearts. And crafting one with The Calling lets us tap into nostalgia to convey a message that’s more relevant and urgent than ever.”

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