Wunderman Thompson brings back Richard Ayoade to launch HSBC UK’s new brand purpose

The new campaign shows how borders hinder opportunity

By Creative Salon

23 September 2021

The 60-second campaign marks the launch of HSBC UK’s global new purpose “Opening up a world of opportunity.”

In it, we see British comedian Richard Ayoade tell the audience that, while some borders are good, many act as barriers to beneficial chances in life.

Throughout the ad Ayoade uses a white line marker to take the viewer on a journey through several scenarios that show how opportunity can be hindered by borders.

Inequalities ranging from racial to gender are broached, with Ayoade finishing upon Lands end, on of the UK’s borders where it meets the rest of the world.

The campaign follows HSBC UK’s “We Are Not An Island” platform, clearly stating the banks position of being a global, fair player.

Mike Watson, creative director from Wunderman Thompson, says: “The UK’s future opportunities need to be different to its past. The country and its people have so much to offer and achieve if we can level the playing field and create equal opportunity for all. The campaign reflects the nation’s desire for change and helps highlight that HSBC isn’t too big to care, but rather that it’s big enough to help make a difference.”

Becky Moffat, HSBC UK’s chief marketing officer says: “Our purpose is to open a world of opportunity for our customers, and that means helping people understand and overcome some of the barriers that exist today – most of which are invisible, or we don’t see unless they affect us personally.

“We believe we have a role to play in removing these barriers; from helping people without a fixed home address open a bank account to funding scholarships for the next generation of Black students at Cambridge University, we’re determined to play our part in creating a society where there is equal opportunity for all.”

The campaign will first launch across social media on Twitter on Thursday 23rd September, before going live on TV on Friday 24 September and VOD on Thursday 30 September.

CREDITS

Chief Creative Officer: Steve Aldridge

Creative Director: Mike Watson

Creatives: Craig Hunt, James Humphreys

WPP Global Lead: Joseph Petyan

Account team: Claire Chislett, Natalie Wilson, Luke Thornton, Max Cain

TV Producers: Sonny Botero, Liberty Willison

Project Managers: Tom Lawrence

Planners: Omar El-Gammal, Emily Rule, Johnny Park. Design: Graham Channon, Chris Hutton, Rob Joyner, Brian Riddle, Yoshi Okubo

Director: James Rouse.

Production Company Producer: Benji Howell.

Director of Photography/Cinematographer: Alexander Melman