NTUC Income wants you to think about 'future you'

Agency: BBH Asia-Pacific

Market: Singapore

Campaign scope: Print, TVC, online, OOH

Background: The campaign rides on the back of a recent survey conducted by Nielsen with young adults in Singapore between the ages of 18 to 29. The survey revealed an overwhelming pessimism about financial preparation and retirement needs.

Press release quote: Marcus Chew, vice-president of marketing at NTUC Income: “The reluctance of youth to think about financial planning is why NTUC Income feels the need to address such an important issue. We want to ensure Singapore’s young adults have all the help they need to future proof themselves.”

Comments: We found the two ads both watchable, funny and compelling. They do a great job of bringing home an abstract concept and making it relatable. However we're sorry that the advertisers have succumbed to old-fashioned gender stereotypes and have chosen to portray the young man as a wise investor and the young woman (below) as a spendthrift. In a mall. While wearing pink. Surrounded by handbags. Sigh.