LONDON, Sept. 10 /CNW/ - Financial advertising has been a rather
predictable beast of late. Banks are clamouring to reassure us that they are
safe, strong and, above all, surviving. HSBC's latest TV spots by JWT London
offer a different perspective. In these new spots, we go from the
celebrity-obsessed arena of the paparazzo to the daily struggle of the
fisherman - two worlds which are more alike than you might think.
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If you've walked through an airport recently, you won't have failed to
notice that HSBC recognises people's different values - from Responsibility to
Trust and Security. In these new ads, HSBC explores the crucial role that
these values play in people's financial decisions.
In 'Integrity', we follow a photographer who hits the jackpot with a snap
of a celebrity removed from the trappings of her A-list lifestyle. We witness
the paparazzo's personal struggle to choose between integrity and ill-gotten
financial gain. The intimate moments of the lives of the rich and famous have
become common currency in a media arena where privacy is no longer sacred.
Will our hero delete the million-dollar shot and forfeit the rewards?
'Responsibility' champions a fisherman of humble means. After weeks of rough
seas and pitiful catches, he finally raises a net full of valuable fish. It
also contains a dolphin. The fisherman's sense of responsibility sees him
sacrificing his haul in order to return the dolphin safely to the water.
The environmental issue highlighted in 'Responsibility' is a very real
concern for governments and charities around the world. At least 300,000
dolphins die every year caught in fishing nets. The focus on the human face of
the problem of 'cetacean by-catch' reflects HSBC's long-standing commitment to
sustainability issues. As Group Chairman Stephen Green puts it, sustainability
is "central to our business operations and at the heart of the way we work
with our clients across the world." This spot manages to capture the ethical
decisions faced by individuals and corporations alike.
Both films make heroes of those who apply their personal values to how
they choose to make money. HSBC recognises the importance of responsibility
and integrity in the lives of its customers and their financial decisions.
From pap to porpoise, our values shape the way we manage our money.
For additional information on HSBC values, please visit
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contact Heather McCracken (email@example.com), +44(0)207-991-0477