J.Walter Thompson London: HSBC keeps the door open between Britain and the world
Britain’s move towards the final Brexit moment has been bumpy, but the “divorce settlement” was finalised on December 17 and the split date is set.
If you’re an international bank, like HSBC UK, you now need to remind your British customers that they are still part of the global community. HSBC is doing so with an ad by J.Walter Thompson London that notes all the everyday things Britain that connect the country to the rest of the world.
“We have been connecting the world through trade for 152 years. Our new ad campaign reflects our proud international heritage and our commitment to helping people, businesses and communities in the UK to thrive,” the bank commented.
The 60 second ad called Global Citizen also introduces a new tagline for the bank, Together we thrive, replacing The World’s Local Bank, which HSBC has been using since 2011.
The ad features English comedian, Richard Ayoade, and while it has the authority expected from a bank, it’s anything but dry and stuffy. It’s punctuated by light-hearted moments such as noting the internationalism of Britain’s favourite dogs.
“We live on a wonderful little lump of land in the middle of the sea, but we are not an island. We are part of something far bigger,” Ayoade concludes.
The TVC is supported by print, outdoor and digital ads – which also features Ayoade – to promote the bank’s sponsorship of British Cycling, its £10bn Small Business Fund and its support of The Prince’s Trust.