This was posted 1 day after the flood, where news of the once-in-fifty-years phenomenon in Singapore got splashed all over ST.

You just gotta respect NTUC and its ad agency for the lightning-fast speed. Without the client’s cooperation in getting prompt approval for such a quick turnaround of ad, and the agency’s copywriter’s wit (and oh, not forgetting the media buyer’s role in getting the best placement amidst all the flooding news), this ad wouldn’t have created a more apt effect in addressing the issue. And clever use of the word ‘pay’ there.

But honestly, as much as NTUC Income tries to rebrand itself, and I must say I have been consistently amazed by its copy, I am still not a big fan of theirs. Particularly after what happened to my mum’s policy claim when she has stage 0 breast cancer. Bad, bad, bad experience.