Small print central to Lowe's new HSBC work

HSBC is attempting to attract business customers with a new commercial highlighting its stated commitment of listening to customers' needs.

It is the latest in a series of ads, created by Lowe, which use small print as a central theme. The company has so far aired three commercials backing its personal banking services, but this is the first of the series to support its business banking.

A 60- and a 30-second execution, which will break on 24 July, promote HSBC's Business Reviews, by illustrating a vital moment in the life of a business.

The commercial, called "generation game", features a father handing over the family business to his son. An emotional leaving speech is given to his workers before handing the son a bunch of keys. A brutal voiceover interrupts the poignant moment with the son's terms and conditions, which revolve around updating the business.

Media planning and buying is being handled through PHD. It will run on prime-time national television, but will not be supported by print advertising.

The general manager, marketing at HSBC, Ian Ogilvie, said: "Our recent worldwide campaign introduced HSBC as the world's local bank. Now we are translating this into real-life experience in the UK, demonstrating that by getting to know our business customers we can deliver excellent customer service."

All the creative work carries the bank's global endline: "The world's local bank. The campaign was written by Sam Cartmell and art directed by Jason Lawes. The spot was directed by Paul Goldman through 2AM films.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).