As Brexit looms, Richard Ayoade returns to the small screen to ask the Great British public: "Where are you from?"
Set to the tune of Consider Yourself from Oliver!, HSBC’s spot explores the topic of national identity, pondering whether home is "where your parents were born", "where you find yourself" or simply "where your heart is", before coming to the conclusion that people hail from wherever they feel most at home.
This follows last year’s "We are not an island" campaign, which showcased the ways Britain has been influenced by the wider world. It is running across video-on-demand, cinema, outdoor, social and press activity, including cover wraps on the Metro and Evening Standard.
The work was created by Rob Bovington and Stephen Webley, and directed by James Rouse through Outsider Productions. The media agency is PHD.