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HSBC's first-ever Hispanic campaign broke last week with a TV spot about a young man who tries to find a "banco" that fits him, a play on the Spanish word that means both "bench" and "bank." After he tries various seats that don't fit, he finds the right "banco" in HSBC. Outdoor ads play on New York landmarks that, like HSBC, are a jumble of initials. Although HSBC recently realigned its entire account worldwide at WPP Group, U.S. Hispanic is with independent Hispanic shop Ole, New York. Creative directors: Paco Olavarrieta. Art Director: Jorge Murillo. Copywriter: Angelica Posada
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