HSBC becomes a global citizen – but to what end?

HSBC has been trying to become something other than “the world’s local bank” for years now, partly because it no longer is, having pulled out of a number of countries.

But it was still a good line for the bank, once the Hong Kong and Shanghai Banking Corporation.

Now, in a new campaign from JWT London featuring comedian Richard Ayoade, it’s taking the “this precious stone set in a silver sea” route, beloved of Brexiteers presumably. All to show that we’re global citizens.

Not quite sure what the point is. But that’s banks for you: they want to remind you they’re still around without going into too many specifics.

MAA creative scale: 4.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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