DBS. Living, Breathing Asia

Massive campaign has been launched by DBS lately. It's a thematic/corporate campaign and the intent is obvious : they want to build the image of THE Asians' bank that understands the needs of Asians. It's a sound intent as no bank has ever tried to build that image as far as I remember. The ads are not too creative though. The imageries, tone and manner and the saying are very typical of other banks' corporate ads. Another problem is that the campaign doesn't spell out how they actually help Asians. That is, claim without support. And one more thing. Although they aspire to become THE Asians' bank, their Chinese brand name is not too appropriate : 星展銀行 carries too much the Singaporean origin. Look, HSBC, the world's local bank, is no longer called HongKong and Shanghai Banking Corporation.