St Luke’s uses animals for HSBC branding ads

Animated animal characters are the stars of HSBC’s latest UK branding campaign, created by St Luke’s.

Animated animal characters are the stars of HSBC’s latest UK

branding campaign, created by St Luke’s.



The pounds 8 million drive aims to promote the bank’s mortgages,

small-business products and life and health insurance across television,

press and radio. It shows animal characters suffering the same financial

dilemmas faced by humans.



The first commercial in a series of four breaks on Easter Monday.

Entitled ’cat’, it features a tabby who is fed up with sharing a house

and a litter tray with his fellow felines.



When the cat arrives home from work exhausted, he is dismayed to find

one of his companions slobbing out on the sofa surrounded by crisp

packets, and another occupying the litter tray. He is motivated to get a

mortgage.



The ad explains that the lowest mortgage rate isn’t necessarily the

cheapest and that HSBC can help.



The ad ends with the contented cat in his new luxury pad, reading the

paper while sitting on the litter tray.



Other animal characters in the ads include a chicken who worries about

what type of insurance he needs and a parrot who is unhappy because the

extended lock-in on his mortgage has caged him in.



’’Animals’ is a long-term creative vehicle to position HSBC clearly as

an open and honest organisation determined to resolve consumer confusion

in the financial services market,’ Andy Palmer, the account director of

St Luke’s, said.



The campaign was written by Seyoan Vela and art directed by Colin

Lamberton.



The animation was by Nexus and the campaign was directed by Kuntzel &

Deygas, the team behind St Luke’s animated campaign for Sky.



Media was planned and bought by New PHD.



HSBC’s last TV advertising, an execution promoting ISAs, appeared a year

ago. Other work has focused on specific products and services offered by

the bank.



Lowe Lintas & Partners handles the global HSBC account.