I think this is more effective than the series of TV ads. The tagline "The building has changed. The values remain" is short but powerful, striking a chord with the decal of the old Bonham Building on the glass facade. The old building opened for business as the United Chinese Bank in 1937, the original UOB headquarters. It became the United Overseas Bank in 1974 when a new 30-storeyed building was declared open, exactly on the old site. The old building is more effective in evoking steadfastness than the TV ads -- one of which took some time for me to figure out -- the one with the father breaking a very precious vase to make a point. The ad has the old Nanyang flavour, the family looks bourgeoisie -- besides expensive china, plush leather sofas, there's a chauffeur and there's a servant. In any case, rich enough to break antique vases as a lesson for his son. Upon rather long reflection though, this message does come through -- that principles are more valuable than wealth.
Postnote: I noticed a new ad, this time, rather "working class" as opposed to the earlier ads which show quite a bit of opulence.
Picture taken 4 October. UOB celebrates its 80th Anniversary this year.