Singlife taps 'Crazy Rich Asians' star as brand ambassador

Singapore fintech insurer Singlife says Crazy Rich Asians star Henry Golding will become its brand ambassador and wil be featured in a series of upcoming campaign to be shot in the Lion City.

Singlife says the commercial will be filmed at "popular hotspot" in the island nation and released online, in cinemas, and outdoor spaces across Singapore in early 2020.

Golding played the role of eligible bachelor 'Nick Young' in the Hollywood blockbuster set in Singapore.  Singlife says it is the "first homegrown Singapore brand" that the actor will collaborate since that runaway hit. 

In a statement, Golding said “I am extremely proud to be representing Singlife, a homegrown brand that truly personifies the aspirations that matter most to me, where financial freedom and wealth are not the destination, but the means to accomplish your dreams.”

Liam McCance, chief marketing officer at Singlife told Campaign Henry’s leading role in Crazy Rich Asians made him a strong fit.

"Not only does it connect him to Singapore and wealth, but also comes with a personal story that resonates with our values at Singlife. Moving from hairdresser to a travel show host, to now a successful Hollywood star, his story is one of hard work, bold ambition, and soulful passion that eventually led to success," McCance said in an emailed response.

"We believe that same ambition and potential should also apply to the way that individuals manage their finances with products that help you succeed and build your wealth over time. This is the ethos Henry’s story captures and is what made him the perfect fit for our brand ambassador."