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.