Income Insurance’s angsty stress ball returns in unhinged sequel campaign

Income Insurance has brought back its stress ball mascot, Max, in a follow-up campaign that sees the character more agitated than ever.

In a new regional campaign by BBH Singapore, 'Max the stress ball' (Max) makes his chaotic return to promote Income Insurance’s capital-guaranteed savings plans, 'Gro cash plus' and 'Gro cash sure'. The campaign zeroes in on middle-aged Singaporeans seeking stable wealth growth without high risk, showcasing how capital guarantees reduce financial stress, much to Max’s horror.

At the heart of the campaign is a 90-second spot featuring Max alongside Income Insurance employees. The film opens on a wrecked office before rewinding to reveal the cause where Max went on a full-blown rampage after his owner, David, starts enjoying the calm that comes with capital-guaranteed savings.

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Once again, Max finds himself obsolete. According to Income Insurance, with 'Gro cash plus' and 'Gro cash sure' helping customers save with greater confidence, Max spirals into a stress-fuelled identity crisis, rebranding himself online and auditioning for new roles in a world that doesn’t need him anymore.

The film will run across StarHub TV+, digital, Golden Village cinemas, Income branches, and OOH placements. Max’s existential meltdown will also play out on social media, where he tries his hand at everything from corporate gigs to influencer antics, all in a bid to stay relevant.

Max was first introduced in 2023 as the face of Income’s "Gro cash sure" campaign, one of the insurer’s strongest product launches to date according to the brand. His return marks a continued push to blend financial literacy with dark humour and emotionally resonant storytelling.

“Max 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. 

In tandem, Nico Tangara, associate creative director, BBH Singapore, said, “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.”

Income Insurance is no stranger to bold campaigns. Most recently, it revived the retro charm of drive-in dates to raise awareness of electric vehicle (EV) adoption. The brand hosted an EV-only drive-in comedy show featuring local comedians Fadzri Rashid and Eugene Soh, with jokes centered on everyday life, driving habits, and EV misconceptions, delivered with true-blue Singaporean flair.

On a more serious note, the brand launched a campaign in March with BBH Singapore to spotlight the critical illness protection gap among young parents. The campaign followed rising reports of cancer and stroke among those aged 30 to 39, and highlighted studies revealing a shortfall in critical illness coverage and a widening mortality gap.

To address these concerns, Income Insurance introduced "Complete life secure", a whole life plan offering lifelong protection against death, terminal illness, and total and permanent disability, designed specifically with young families in mind.

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