This is an eternal problem. What is the true goal for a financial institution. To make money (hopefully also for their clients) you might say. True, but this has to be done in an ethical manner. Especially when we are speaking about mature market, where consumer awareness is high, details, as code of conduct, moral values etc. become important. Is this commercial dangerous? One may interpret it as a lost chance for major earnings, not necessary a thing you want to communicate when you are a financial institution. In the other hand, it does show that HSBC, just like the paparazzi does have higher standards, moral values and will not act in the gray-morale area. Integrity is important in an institution – client should be aware, that if an organization does use the moral-doubtful earning occasions, one day, it may act in the same way on him.
Bontrust Finance a German investment firm ordered this spot, and the hired agency had the following idea:
“…to show the increase of money on the international market in connection with some kind of sexual relation…”
Concept of a whole world made of banknotes is indeed great. Abraham Lincoln, The Unnamed Lady, and Mao look even better than the world around them. For me the ‘money love’ here means that our firm will use any occasion to multiply, to invest in the USA, or China – location does not matter, only the rate of return on such investment counts. That’s good, as this is their business, and that they achieve that with an image of a sort of a slut? It does not matter, as long as they earn.
Transition from a peaceful romantic period to a harsh sexual interaction is a real twist in the plot (poor EURO, even if it would like to participate, it does not have how…). For me it is not subtle enough, but again, we should remember on which market was it made. Ze Germans are not prudish, most of their jokes and humor rounds around these subjects, so I guess it will be well received on that market. Also, it will gain greater attention, than let’s say an apple tree with banknotes instead of fruits, and as stated above, for a company form such sector, this sort of an image is not a burden.
The making of, and concepts can be seen here.
New advert of the FreeCreditReport.com, a service which provides ‘real time’ information to its users about their credit reports/history. When you’re unable to do the math alone, with such information you should be able to manage your finances in a wiser way, do some planning, and stuff like that. If you’d ask me, a person with basic financial literacy level would be able to do most of that stuff by himself, but the topic of financial literacy, and role of the financial institutions in improving it is deep enough for some separate entries. I see here a large area to use, as in many markets (name Poland…) subject is almost untouched. Hopefully one day I’ll be able to implement some solutions related to it.
Returning to the spot. I’m not sure if you’re familiar with almost-the-best-spot-ever-made. Why almost? Well, it has pirates (SINGING!) in it, and the only thing which’s lacking here are the NINJAS. With them it could’ve been the best ever made ;-). If you don’t know what the hell I’m speaking about, please update your cultural references. A good soul’s putted all six singing spots of the FreeCreditReport.com on YouTube. Listen yourself.
Brilliant, isn’t it? It is always hard to be a successor of a successful campaign. The ‘doggy’ one does not even come close to its predecessor, but I believe it has a different role. When the sung commercials promote your brand, increase awareness, and basically tell what your business does, so it becomes familiar to the general public, it is impossible to present in them the ‘hard numbers’. So, with that in mind, and if we’ll treat it as a different category ad, it isn’t so bad. They’ve failed in creation of a likeable ‘fluffy’ puppy from the improved score numbers, but at least they’ve animated some life into it, and people do love it (for a perfect spot, the boy should have more time). Concept is ok, with the help of FCR the lady was able to control the spoiled puppy/credit report, and they’ve lived happily ever after. What lacks here is a clear image how the FCR and its website helped the lady. Maybe one-two shots with a laptop, or a manual how to deal with misbehaving puppies? Generally, ok.
This advert main subject is far from the blog core, but I do very like this Mexican spot. I’ve seen a lot of commercials, also these by Viagra, but I’m under an impression, that ones from the United States were worse. In general, it shows us how the advertisements should be made. Your brand is a promise, a promise of a service/product. By marketing actions you’re encouraging the Client to try it, to trust you. If the promise is close to reality – you’ve won, when it’s far… well, it’s quite obvious what happens. Your task should be to show what your product or service has to offer to your Client, still in a mature and class way. You shouldn’t treat your Clients as idiots, and use some simple metaphors. Viagra commercial does it, by showing, that thanks to us you can be young again, and that’s what it’s all about in its business.
This spot reminds me the one, where a political message was read. When read for the first time it had a depressing tone, when read form the end to the start it was positive. Can’t find it right now, but it was probably form Argentina, aaaa here it is (Lopez Murphy for president – Truth (Upside – Down))
Both of them are showing us that a pen is stronger than a sword, and an identical message can be presented in two opposite meanings easily. I like it’s simplicity, correctly the main focus is laid on the words, and there is no additional distractions. Spot is also showing us, that censorship does not necessary has to mean that we are banning an information. Even greater damage can be inflicted with a slight modification.