Cowboys and Elves do battle in HSBC's street rugby film
Cowboys, Centurions, Elves and Green Army men challenge each other to a game of rugby on the streets of Hong Kong as part of a new campaign from HSBC. The bank has launched the 'Serious Play' films to promote its co-title sponsorship of the 2012 Cathay Pacific / HSBC Hong Kong Sevens tournament, which gets underway on 23 March. Created by JWT London, the hi-tempo films feature Sevens players from local Hong Kong rugby clubs and stuntmen from around the world. Former England and British Lions player Jason Robinson and past Australia captain George Gregan also make cameo appearances. The films reflect the popular trend of spectators wearing fancy dress at the tournament and the seriousness with which people take their costumes. Andrea Newman, group head of advertising & marketing at HSBC, said: "Our Serious Play campaign represents for HSBC the seriousness of the sport and the fun of the tournament. Our sponsorship underlines our commitment to Hong Kong, which we have sought to demonstrate in our stadium films. "We are thrilled the campaign integrates across media with print, Out of Home and online to compliment the films and hope the activity excites people around a tournament that we feel so passionate about being a part of."