MEDIA RELEASE PR35993
Personal Values vs Financial Gain: HSBC Captures the Struggle
LONDON, Sept. 8 /PRNewswire-AsiaNet/ --
Financial advertising has been a rather predictable beast of
late. Banks are clamouring to reassure us that they are safe, strong and,
above all, surviving. HSBC's latest TV spots by JWT London offer a different
perspective. In these new spots, 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.
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If you've walked through an airport recently, you won't have
failed to notice that HSBC recognises people's different values - from
Responsibility to Trust and Security. In these new ads, HSBC explores the
crucial role that these values play in people's financial decisions.
In 'Integrity', we follow a photographer who hits the jackpot
with a snap of a celebrity 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.
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 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 make heroes of 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.
For additional information on HSBC values,
please visit
For videos in different languages please contact Heather McCracken
(heathermccracken@hsbc.com).
SOURCE: HSBC
Translations:
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