DBS hijacks own tagline with Max Maeder win in front page newspaper ad

DBS has hijacked its regional campaign tagline, “Trust Your Spark” with a message to local athlete Maximilian (Max) Maeder after he snagged a bronze medal in kitefoiling at the Paris 2024 Olympics.

The ad appeared on the front page of the Straits Times on August 10, one day after Maeder's win. In it, DBS changed to its “Trust Your Spark” tagline to read, "Trust your spark. To the Max, Singapore."

The ad saw Max's name underlined in DBS' signature red, drawing focus to Maeder's win.

At the bottom of the ad, it read, "There's a spark in you. Whatever happens on the outside, inside you're focused, steady and ready for life."

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MARKETING-INTERACTIVE has reached out to DBS for more information. 

The "Trust Your Spark" campaign is a regional campaign by DBS spotlighting stories of those who believe in their spark, lean into it and trust it. It has since featured individuals such as Dr Shen Yiru, the founder of social enterprise The Gentle Group and Singapore's first female footballer to play in the European league, Danelle Tan.  

The hijacked ad also built on the ongoing partnership between DBS and Maeder who have teamed up to galvanise youth to believe in themselves and pursue their aspirations, even if it means taking the path less travelled. 

The four-and-a-half-year partnership was announced ahead of Maeder's debut at the Paris Olympic Games a few weeks ago. 

The partnership is part of DBS' commitment to work with its stakeholders to spark change and make a positive impact. 

In an interview with DBS CEO Piyush Gupta and Maeder, the pair discussed the parallels between the bank and athletes, and how being empowered to overcome doubt and aim high enabled the organisation and kitefoiler to perform at their highest level. 

Throughout the interview, both Gupta and Maedar emphasise on "trusting their spark" too. 

“I’m very impressed by how young Maeder is driven by an unwavering sense of purpose and by how much he has achieved on the world stage. It gives us great pride in joining him on his journey ahead, both in and out of the water," said Gupta, who will be stepping down from the bank next year. 

"His drive to do better, combined with hard work and determination, resonates with all of us at DBS, young and old alike. These qualities attest to how we can achieve more when we lean into our spark within, believe in it and trust it," he added at the time. 

Meanwhile, Maeder said that Gupta has made him see how his humble efforts in kitefoiling relates to the bank's culture. He said that he has learnt that in navigating the wind and waves, being mentally prepared for uncertain and changing conditions, coupled with the joy he feels while kitefoiling, will also prepare him well to lead a team in the corporate world.

“There was a spring in my step when I left as I now realise there is indeed a bigger purpose in what I am doing - a chance to touch the lives of young people, to share my journey and inspire them to trust their spark and fulfil their aspirations. I am energised about the relationship with DBS, grateful and excited about the opportunity," added Maeder. 

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