This is not Slam HSBC Month here on the Copeland blog. But Andrea’s post got me hunting around for more ads by the bank and I found a beauty.
“Lumberjack” is as beautifully done as TV ads get. The music, the daring stunts, the priceless bear at 37 seconds…all showcase filmmaking at its best.
The problem is, it’s not a film. It’s HSBC hocking their wares. You almost feel betrayed by the bank sliding in there to deliver the heavy-handed sales message at the end of spot.
All of a sudden we are jolted out of the sweet closing vignette by a discussion about customers. What customers? Oh, I get it. They are selling me something. Get the strategic sales message in there. It’s a shame because the spot was doing HSBC a world of good until then.
As a viewer, I just wish they had had enough restraint to simply place a quiet super at the end that said: HSBC, valuing our differences.
How did you feel about the ending?