New St Luke’s TV spots turn Midland into HSBC

St Luke’s has unveiled the central phase of its pounds 7 million UK rebranding campaign for the newly renamed Midland Bank, HSBC.

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.

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