St Luke’s has unveiled the central phase of its pounds 7 million UK
rebranding campaign for the newly renamed Midland Bank, HSBC.
The ads introduce the slogan, ’Let’s sort money out’, and urge people to
take control of their finances with the help of HSBC.
In one 50-second commercial, a man stares longingly into a shop window
caught between the temptation to spend and the knowledge that he should
be saving for the future. In another, an office worker sits at his desk
dreaming about setting up his own business, but is held back by the
financial uncertainty involved. Both ads recommend the less cautious
option, claiming it is possible if you take control of money. The two
ads are supported by ten-second commercials offering free advice and
leaflets on saving and starting a business.
Alan Hughes, general manager, marketing, at the bank, commented: ’’Let’s
sort money out’ delivers a powerful message. Once people have control
over their money, they can have control over their lives.’
The campaign will run on terrestrial and satellite TV until the end of
February and will be supported by posters and press ads in the
broadsheets and the Daily Mail and The Mail on Sunday.
The commercials were written by Jason Gormley, art directed by Steve
McKenzie and directed by Trevor Melvin through Blink. Media was planned
and bought by New PHD.
Last month, St Luke’s launched a 50-second spot explaining that Midland
Bank was changing its name to HSBC. The third stage of the campaign will
be unveiled later this year and will focus on individual products.
The agency also created a global press campaign for HSBC last month,
after the banking group announced that it was bringing all its brands
together under one name. The company is reviewing its global corporate
advertising, currently with different agencies around the world, with a
view to hiring one shop to handle the account.