The new campaign, called 'Anyone’s Game', has been created by Saatchi & Saatchi London to highlight the bank’s sponsorship of golf tournaments around the world.
The ad shows people from all walks of life playing golf in a variety of locations – on inner city rooftops, harbours and mountainsides. The end line is, "It’s anyone’s game".
The campaign breaks on TV in Asia tomorrow, just before the start of the World Golf Championship in Shanghai, which HSBC sponsors. The ad will also run on YouTube and will be backed by a global print and digital campaign.
The campaign was written by Gemma Philips, art directed by Mark Slack and directed by Scott Lyon through Outsider. Mindshare handled the media.
Andrea Newman, the global head of advertising and marketing communications at HSBC, said: "HSBC's golf portfolio covers a wide range of activity from patron of the Open – the sport's oldest tournament and trophy – through to our own flagship golf tournaments in Asia, the United Arab Emirates and Brazil.
"We are also investing in grass roots programmes in the UK and China to help unearth future global superstars of the game. ‘Anyone's game’ is a campaign that recognises the changing shape and influence of the game of golf around the world."