12 Jan'18

HSBC’s international vision in new campaign

HSBC ‘s ‘Global Citizen’ marketing campaign promotes an internationalist vision. Is this a nod towards an anti-Brexit sentiment?


According to HSBC, their campaign is underpinned with the phrase ‘Together we thrive’ to reflect their ‘long-term commitment to helping customer succeed’.


As quoted by The Drum, a spokesperson for HSBC said ‘We have been connecting the world through trade for 152 years. Our new ad campaign reflects our proud international heritage and commitment to helping people and businesses and communities in the UK to thrive.’


Their marketing video features the comedian Richard Ayoade. Ayaoade talk through all that is international in our daily lives. For example, we drink Colombian coffee, drive German cars, build Swedish flat packs, own Siberian dogs and eat food from a range of different cultures.


The advert ends with the statement ‘But we are not an island, we are part of something far, far bigger’.



Digital Agency Network expressed the opinion that while banks adverts are rarely praised for creatives, HSBC’s advert ‘is full of creativity, blended with a style of corporate culture.’


According to Campaign, additional print, outdoor and digital content promote HSBC’s sponsorship of British cycling, their Small Business Fund and their support of The Prince’s Trust; linking back to HSBC’s ‘commitment to helping people, and communities in the UK to thrive.’