Ad of the Day: Richard Ayoade reveals Britain’s hidden internationalism as HSBC’s Global Citizen

HSBC has launched the strapline ‘Together We Thrive’ with an ad starring The IT Crowd’s Richard Ayoade, who – ahead of Britain’s departure from the European Union – revels in the influence that countries such as India, Colombia, Denmark, Germany and Taiwan have had on life in Blighty.

Devised by J. Walter Thompson London, the 60-second spot positions the affable Ayoade as its Global Citizen, reeling off Britain’s love of Costa Rican coffee, Swedish flat pack furniture, Italian pizza and French bulldogs as (the very British) Nimrod by Elgar plays.

As he slots the Great British piece into a literal jigsaw of the world, Ayoade states: “We are not an island. We are part of something far, far bigger."

The end card reads: ‘Together we thrive’.

The ad will air during prime time TV slots, as well as on cinema and social media. The campaign will also encompass print, outdoor and digital and promote HSBC’s partnership with The Princes Trust, its £10bn Small Business Fund and its sponsorship of British Cycling.

A spokesperson for HSBC UK said: "We have been connecting the world through trade for 152 years. Our new ad campaign reflects our proud international heritage and our commitment to helping people, businesses and communities in the UK to thrive."

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Katie Deighton

Katie Deighton is The Drum’s senior reporter for creative and video, based in London. She produces, films, presents and edits the title’s editorial video output, including series such as Anatomy of an Ad, Creative Pursuits and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing.

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