The campaign, with the tagline 'For larger living', was launched earlier this month, after almost a year in development.
The television commercials and supporting print ads were developed by DDB, whose creative group head Charlie Blower explained: "The idea was to reposition credit lines as not just for paying off your credit card bills, but for realising your dream of bigger things."
Most Singaporeans use their credit lines to settle their card bills, because the interest rate on the former is so much lower, according to Blower.
However, the new campaign gives the product a more aspirational feel.
The TVC features a son who buys a vintage motorbike for his dad, a father who dreams his daughter will become a famous pianist and a student who hopes to become a film director.
Said Blower: "Strategically, this sets CashPlus up as a more appealing alternative to some of the other products available which all seem to be aligning themselves with the tired yuppie credit lifestyle."
