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Brand values
Since last year, HSBC has been communicating its understanding of its customers and the world they live in by recognising their different values. From courage to status and trust, HSBC strives to celebrate the diversity of these values.
HSBC has now created two new TV spots which explore the crucial role that people's values play in their financial decisions. In 'Integrity' and 'Responsibility', we go from the celebrity-obsessed arena of the paparazzo to the daily struggle of the fisherman – two worlds which are more alike than you might think.
Integrity
In 'Integrity' we follow a photographer who captures a celebrity far removed from the trappings of her A-list lifestyle. We witness the paparazzo's personal struggle to choose between integrity and ill-gotten financial gain. The intimate moments of the lives of the rich and famous have become common currency in a media arena where privacy is no longer sacred. Will our hero delete the million-dollar shot and forfeit the rewards? 'Responsibility' champions a fisherman of humble means. After weeks of rough seas and pitiful catches, he finally raises a net full of valuable fish. It also contains a dolphin. The fisherman's sense of responsibility sees him sacrificing his haul in order to return the dolphin safely to the water.
Responsibility
The environmental issue highlighted in 'Responsibility' is a very real concern for governments and charities around the world. At least 300,000 dolphins die every year caught in fishing nets. The focus on the human face of the problem of 'cetacean by-catch' reflects HSBC's long-standing commitment to both the environment sustainability issues. As Group Chairman Stephen Green puts it, sustainability is "central to our business operations and at the heart of the way we work with our clients across the world”. This spot manages to capture the ethical decisions faced by individuals and corporations alike.
Both films hero those who apply their personal values to how they choose to make money. HSBC recognises the importance of responsibility and integrity in the lives of its customers and their financial decisions. From pap to porpoise, our values shape the way we manage our money.
Our advertisements
By clicking on the small image you will view the relevant printed advert in pdf format.
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