J.Walter Thompson London has launched the second chapter in HSBC’s “Onwards” campaign with “Tomorrow is only a day away,” a story of human progress enabled by HSBC UK, this time featuring a devoted dad and his daughter.
The campaign launches with a 60 second film for online, social and TV showing the story of a father doing everything he can to support his daughter’s ambition to be a swimmer. He manages to act quickly and finally be free from 5am early-morning rises by buying a house with a pool, showing the progress the brand’s one day mortgage approval service can bring.
“For this mortgages activity the idea that “Tomorrow is only a day away” shows that whatever your dreams are for your new home or situation, they could be achieved in just one day, with HSBC’s one day mortgage approval service,” said Chris Pitt, HSBC UK Head of Marketing (Retail Banking and Wealth Management).
The ad was directed by Louis Sutherland for The Sweet Shop (who also helmed the recent ad “The Den” – the first in the new series) promotes the bank’s One Day Mortgage Approval service and is the second chapter in HSBC UK’s “Onwards” campaign, which began earlier this year.
JWT Creatives Dave Jenner and Chas Bayfield told DIVERGE more about the ad campaign:
Who is the team behind this ad?
Written by Naz Nazli, CDs were Dave Jenner and Chas Bayfield.
Where did the concept from this ad come from?
Sometimes you need to act fast to stop something great from getting away, particularly when it’s a house for sale. To bring the idea to life, we needed someone for whom getting the right home is a huge deal.
Our start point was a dad who has to get up at crack of dawn every day to take his kid swimming. He sees a house that is quite run down but which has a pool. By getting a fast mortgage approval, he can finally see an end to the early morning starts.
Why did you decide to focus on a father daughter relationship?
By making the dad a single parent, we truly appreciate the sacrifice he is making and how much he loves his daughter. He is putting his life on hold to help her achieve her dream of becoming a championship swimmer.
What kind of response have you seen since the release?
Too early to tell but a lot of people own up to feeling a bit weepy at the end
Additional thoughts?
With all the HSBC ads we make, we try and cast people who you don’t normally see in ads. The girl is a real swimmer we found a swim meet in Cape Town. The coach is a genuine Italian swimming coach. Our director Louis Sutherland is a great fan of street casting and the results mean that the finished ads really stand out.
Credits
Client: Chris Pitt, HSBC UK Head of Marketing (RBWM)
Client: Charis Marr, HSBC UK Head of Campaigns (RBWM)
Executive Creative Director: Lucas Peon
Creative Directors: Chas Bayfield and Dave Jenner
Creatives: Naz Nazli, Mike Watson, Chris Jones, Kell-Lunam Cowell, Jo Taylor
Business Director: David Clyde
Board Account Director: Patrick Netherton
Senior Account Manager: Sophie Christiansen
Account Manager: Eloise Liddell
Planning Director: Omar El Gammal
Planner: Eleanor Metcalf
TV Producer: Charlotte Jude
Creative Producers: Anna Henderson, Julian Poole, Persephone Rose
TV Production Company: The Sweet Shop
Director: Louis Sutherland
Director of Photography: Marty Williams
Producer: Justin Edmund-White
Editor: Billy Mead, Ten Three
Assistant Editor: Amanda Jenkins
Post Production Picture: MPC
Post Production Producer: Tom Cole
Videographer: Roice Nel
Colourist: Mattiheu Toullet
VFX Supervisor: Paul Wilmot
Post Production Sound: Ben Gulvin, 750mph
Music Supervisors: Native Music
Music Negotiation: Sound Lounge
Print & Digital Production
Production Company – McKenzie Rudolph
Earl Redcliffe – Executive Producer
Leighla McGregor – Line Producer
Christopher Maiken – Co-ordinator
Alexa Singer – Photographer
Malikah Hajee – Props Stylist
Jeandre Venter – Wardrobe Stylist
