HSBC links local bank theme to Cambodian bug catchers

HSBC UK is continuing its quest to be "the world's local bank" with an ad about entrepreneurial farmers in Cambodia.

The 30-second "bugs" spot was created by JWT and follows on from HSBC's "cormorant" and "truffles" ads.

It features a local Cambodian man capturing flies at night to protect his crops. He cooks the flies and sells them at his local market the next day as "tasty snacks".

The voiceover explains "our experts look for innovative investment opportunities to make the most of your money".

The ad was created by executive creative director Russell Ramsey alongside creatives Richard Baynham, Ian Gabaldoni, Phillip Meyler and Darren Keff. The production company was Traktor. Mindshare handled the media planning and buying.