Singapore: Max the Stress Ball is back—and he’s more unhinged than ever. In a bold and comedic twist, Income Insurance and BBH Singapore have launched a fresh campaign featuring their iconic character, Max, the human stress ball, who’s now facing a full-blown identity crisis.
In the campaign’s latest installment, Max is seen on a stress-fuelled rampage after realising he’s no longer needed. Why? Income Insurance’s Savings products—Gro Cash Plus and Gro Cash Sure—offer a capital guarantee¹, giving customers peace of mind and leaving poor Max, a symbol of financial anxiety, effectively unemployed.
Targeting middle-aged Singaporeans who are cautious with their savings but still seek growth, the campaign highlights how Income’s capital-guaranteed solutions eliminate the need for “stress” when it comes to planning your financial future.
“Max the Stress Ball struck a chord when BBH Singapore first introduced him: a stress ball who is no longer needed because his owner faces less financial stress. We’re thrilled to bring him back to remind people that when you are financially secured, peace of mind isn’t just possible, it’s expected,” said Dhiren Amin, Chief Customer Officer at Income Insurance.
Originally introduced in 2023 for the launch of Gro Cash Sure—one of Income’s most successful product rollouts—Max became a memorable symbol of financial worry being replaced with assurance.
“We were shocked and saddened to see the totally 100% real footage of Max the Stress Ball rampaging through his workplace. But this is the harsh reality of Income Insurance’s capital guarantee – Gro Cash Plus and Gro Cash Sure are putting stress balls everywhere out of work,” joked Nico Tangara, Associate Creative Director, BBH Singapore.
The campaign film is now live across StarHub TV+, digital platforms, Golden Village cinemas, branches, and OOH locations. Audiences can follow Max’s emotional (and professional) journey online as he tries to find his next calling—be it rebranding, pivoting, or landing a new job in the corporate world.
CREDITS
Client: Income Insurance
Agency: BBH Singapore
Production Company: Freeflow Productions
