The Drum Awards Festival - Social Media

-d -h -min -sec


By Hannah Bowler | Senior Reporter

March 1, 2023 | 2 min read

International banking fees are a dirty word in HSBC’s latest Richard Ayoade ad.

HSBC UK has played on the ‘f word’ to promote its fee-free international bank account in its latest Richard Ayoade-fronted campaign.

Wunderman Thompson UK has created the spot which sees Ayoade traveling aboard and spending money without worrying about the extra fees and dropping the ‘f word’.

Ayoade starts at a UK train station before traveling to a tropical beach, an Indian city, a Moroccan souk and an alpine ski slope, all the while using his HSBC Global Money Account with the ‘beep’ of the card machine, bleeping out the ‘F’ word in travel fees.

The 60- and 30-second ad will be run on TV, VoD, cinema and be supported by out-of-home (OOH) and radio.

The entire campaign was shot in the UK using CGI. The Spanish beach scene, for example, was shot at Camber Sands in East Sussex.


Advertising agency: Wunderman Thompson

Executive creative director: Tom Drew

Creative director: Mike Watson

Creatives: Alexandra Binding & Conor Daly

Head of strategy: Emily Rule

Senior strategist: Jonny Park

Strategist: Will McCartney

Business directors: Laura Kelly & Claire Chislett

Account directors: Natalie Wilson & Madeleine Webb

Senior account managers: Evie Nagy & Max Cain

Senior producer: Charlie Woodall

Production assistant: Isabel Chapman

Senior creative producer: Tom Lawrence

Producer: Kat Perry

Production consultant: David Prys-Owen

Senior designers: Shafi Parwani, Graham Channon, Graham Channon, Yoshi Okubo, Jamie Green

Senior artworker: Nick Firth

Director: Big Red Button

Production company: Blink

Post-production company: Rascal Post

Sound house: Factory

Creative Creative Works HSBC

More from Creative

View all