New JWT HSBC mortgage ad hits the emotions but what about the small print?

HSBC and agency JWT London have produced their second ad in the ‘Onwards’ campaign, this one pushing its one day mortgage approval service. Suspect it doesn’t mean they’re all approved in one day.

Anyway here we have a dad finding an escape route from 5am starts for his daughter’s swimming practice.

Neat enough but does it actually hang together? It’s hardly a competition pool is it?

And the stuff at the end of the ad says the approval process can be by phone – fine – or prior appointment, which is likely to take longer than a day.

You see we just don’t trust banks.

MAA creative scale: 6.

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