Life's unpredictability is the theme of a new campaign from HSBC, promoting its wealth management brand HSBC Premier.
In this spot set in China, a man narrates the story of how his childhood dreams of becoming a famous Kung Fu artist and impressing his father didn't quite work out. We see his journey from a young boy to a father himself, not in the career he imagined but nevertheless with a successful life and his passion passing to the next generation. It's a touching spot, beautifully filmed by Jeff Labbe of Academy for Saatchi & Saatchi U.K.
Another spot centers on Audrey, a little girl who dreams of becoming a princess and living in a castle, but who ends up becoming an engineer in a developing country.
The tagline of the campaign is "Life Writes the Best Stories" and it's intended to focus people on planning for their future, recruiting new customers to HSBC Premier. The spots will run globally in markets including the U.K., Hong Kong and the United Arab Emirates.