The latest outing for HSBC continues in a similar vein to earlier spots, but will ring bells for many business travellers who have faced mysterious meals and even more mysterious customs in faraway countries. In this spot, a man discovers the hard way that emptying a bowl of eel is not an act of good manners as far as his Chinese host is concerned. The ad was created at Lowe & Partners by senior art director Vince Squibb and directed by Dom & Nic through Outsider.