Interesting new ad here
Cleverly HSBC don't take sides, although at first sight it appears they're endorsing the activists against the heavy-handed authorities(!) By presenting the protesters as human beings with complicated lives full of betrayals and anger and reconciliations and all the things that make up the human condition, the ad gives the bank's 'we understand diversity' message some real depth. You can't get further away from the world of global financial services than this, yet the domestic story here has a kind of universal truth that I think elevates this ad above mere sentimentality.
Maybe I'm just relieved that in a world where Sarah Palin can turn around the fortunes of a very shaky Republican campaign by playing to people's basest prejudices, fears, and black and white thinking, that one of the world's biggest financial institutions - amid all the fears of recession - will take the time to tell human stories in a non-judgmental, non-partisan way.
"We recognise how people value things differently. So what we learn from one customer helps us better serve another."
It's easy to be cynical about such sentiment, but right now I'm quite glad someone is saying it - all the more so because it's an evil corporate bank saying it.
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