The 90-second spot uses simple black text on a white background set to the emotional track "Hero" by Family of the Year to relaunch UBS (post financial crisis) as human, modern and different.

Crucially, we wanted our ambitious, wealthy, and successful high-net worth clients and prospective clients to see the bank as a brand that truly understands them.

Deliberately pared back to reflect a simple humility, the film poses questions spanning a lifetime of milestones.

These universal and highly relatable questions with emotional and financial implications, were designed to speak in the voice of the client, and stir images in their mind’s eye.

And at the same time the endline demonstrate that UBS, the world’s leading wealth manager, embrace their clients’ goals as their own and work together to find an answer that is right for each individual.