Advertising Agency: JWT, London, United Kingdom
Executive Creative Director: Russell Ramsey
Creative Director: Axel Chaldecott
Art Director: Mark Norcutt
Copy Writer: Laurence Quinn
TV Producer: Doug Wade
Planner (creative agency): Orlando Hooper-Greenhill
Global Director in Charge: Joseph Petyan
Account Director: Tanya Hamilton-Smith
Media agency: Mindshare
Media planner: Alan Weetch
Production Company: HLA, London
Director: Simon Ratigan
Producer: Mike Wells
Production Manager: Daniel Carter
Production Assistant: Melissa Fallon
DOP: Jan Richter-Friis
Editing House: The Quarry, London
Editor: Bruce Townend
Post Production: MPC, London
Sound: 750mph, London
HSBC: Integrity
IJay said,
What’s wrong with the rating?
This ad is great!
Ryan said,
No, this ad is awful.
If they were trying to inspire respect, they maybe could’ve chosen somebody a little less repulsive to compare themselves to than a paparazzi bawbag. Is choosing not to sell that voyeuristic pic of a woman in tears at her father’s nursing home really the very pinnacle of integrity? Should we feel reassured that HSBC are admitting they’re scum, but that there’s scummier scum out there, so we might as well pick the best scum?
We’re essentially being asked to trust a bank who admit they come very close to doing bad things with the details/money/whatever they’ve taken from us, but then back away once they’re at the brink. I’d rather just have a bank that already knew the brink wasn’t a place they should be in the first place.
alex.botev said,
Nice try but for respect in banking you need to show more than just admit bad things at the end. We do need a company with knowing what is good in advance. That is an example to be emulated.
IJay said,
Nowadays banks don’t have the best image. If you think of a bank you probably won’t compare them to generous and lovely friends.
Still, you bring your money to banks. You can’t be without.
Paparazis and stars live in the same symbiosis. Without them they wouldn’t be such stars! No matter how much they bother them.
So, now there’s still a difference between all those “bad” guys. Some will follow you into the toilet to take pictures and some will respect your privacy.
If a bank is kind of like this it’s still the best choise between all the others.
Ryan said,
You’re right, banks don’t have a great reputation, and some have it worse than others. But that’s still not something to be proud of, or to point out for applause, like a kid who just learnt how to go potty properly. At the end of the day, it’s still a load of shit.
We’re shown him making this (apparently) oh-so-agonizingly difficult choice on whether or not to follow through on the morally bad deed with which he’s already gone halfway. He’s considering the consequences of doing something wrong, and going against it because of those consequences, not because it’s wrong.
Sorry, that’s not integrity. That’s self-preservation.
If you really want to hold on to there being some merit in this idea, the ad could have shown this one guy deciding not to hound her at the nursing home while everybody else does – setting him apart from the horrible masses, showing the integrity he has versus their lack thereof. And in extension, HSBC set themselves apart from the rest of the scummy banks.
But, the vapidity of celeb culture taints everything it touches. For a bank, of all things, to think it’d look more respectable in the same company? Baffling and badly judged.
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Most Interesting Ideas said,
Amazing idea. Moinid of the day!
SamL said,
Ryan has the right idea. This ad is not about integrity, it’s about exploitation.
Still, at least HSBC being honest about their motivations.
Personally I don’t think banks should be using TV advertising to try and resuscitate their reputations. It’s strategically so far from where they need to be, but I guess agencies like JWT in this case, as they always have done, simply offer up the time honoured, most profitable option and the more than un-imaginative client buys the agency BS.
*ankers being advised by *ankers is bound to produce *anky advertising.
No wonder people are deserting this communications wasteland in their millions.
julien said,
WHAT THE FUCK !!!!!!!!
hypocrits
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