JWT has created a global television advertising campaign for HSBC, which focuses on the banking giant’s commitment to golf and complements its sponsorship of tournaments worldwide.
Called Swings, the campaign celebrates the differences in the way golfers swing their clubs and stars ordinary golfers of all ages, abilities and ethnicities. It has been filmed as a 50-second spot, a 30-second spot and a number of 10-second spots, and will launch on the Jumbotron screen outside Madison Square Garden in New York this week. The campaign will also air internationally on global channels such as CNN and BBC World, appearing in Europe, the UK and Asia on June 12.
HSBC head of sports marketing and sponsorship Giles Morgan says the ad plays on the bank’s “the world’s local bank” strapline, with its assertion that no two golf swings are the same. HSBC will use the ad to support its position as a worldwide sponsor of golf, which extends from the professional game to grassroots-level activity.