ABOUT ADS OF THE WEIRD

With Ads of the Weird, MSNBC.com takes a look at some of the oddest, most eye-catching, controversial and just plain interesting advertising out there today. Primary writer Allison Linn covers the retail and advertising industries for MSNBC.com. The Ads of the Weird team is always interested in hearing what ads have caught your attention, whether it's online, on television or in print.


I'm a lumberjack, and I'm OK ...

Posted: Monday, November 10, 2008 4:00 PM by Allison Linn
Filed Under:

It’s rare that you can praise an ad and also say that it is hard to watch, but that’s perhaps the only way to accurately describe a recent commercial for the financial institution HSBC.

The ad, featuring haunting music by harpist and vocalist Joanna Newsom, recounts a vicious confrontation between police and anti-logging protesters. As the police drag the protesters away, a group of loggers walk by, saws in hand.

The twist -- and symbolic message of the commercial -- is that one of the loggers is in a relationship with one of the protesters, which you don’t realize until he bails her out of jail and they ride off together on a motorcycle.


HSBC (Click image to play ad.)

It’s difficult to watch the snarling police dogs, violent face-offs and apprehensive young people shown in a longer version of the ad available on the Web, no matter what side of the debate you are on. A 30-second version being shown on television is also violent and startling, if not nearly as graphic.

That’s not to say the commercial is bad. There are plenty of movies, plays and even television shows that are hard to sit through and yet ultimately rewarding, and this commercial is not unlike one of those.

The difference is, this is a commercial. While it’s laudable to create an advertisement that gets you thinking, there’s also no escaping that the ultimate goal of a commercial is to sell things, and it’s not clear that this does the job.

Depending on your perspective, it is either heartening or maddening to see the logger and the protester drive off into the sunset, and it is definitely likely to leave television watchers thinking, talking or even arguing. Faced with such highly charged emotions, it may be difficult to make the leap to -- or even notice -- the ad’s intended message, which is that HSBC values its customers’ differences.

We appreciate the artistry of the ad, as well as the message of accepting each other’s differences, and we like that the company is taking a risk. Still, we’re not sure it left us feeling the urge to open a bank account.

Thanks to John Swansburg at Slate  for alerting us to the commercial.

Click here to watch the shorter version of the commercial, or click here to watch the longer version.

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Comments

She sold out -- no ethics, no morals, the bank and the money is all that matters. A fitting ad for one of the financial institutions that helped to destroy free market capitalism as we knew it. When we start believing that anything goes, we go to hell.

Fred Dungan Riverside, CA (Sent Monday, November 10, 2008 9:56 PM)

I'm a lumber jack and I'm ok... I like to dress up in women's dresses and hang out in bars...

Monty Python, London, England (Sent Tuesday, November 11, 2008 8:45 AM)

I agree--this ad doesn't do its job at all, but it's GORGEOUS. I thought I was going to cry.

Teachin (Sent Tuesday, November 11, 2008 10:27 AM)

The intended message of the ad would have been lost had it not been for the second to last scene - the one in which the woman puts her arms around the man driving the motorcycle.  I liked this ad.  In an era of mindless television, this one caught my attention.

Jason (Sent Tuesday, November 11, 2008 10:35 AM)

Would be more meaningful if not used by a bank.

dgrazia (Sent Tuesday, November 11, 2008 1:11 PM)

I couldn't give a rats fat a$$ what the commercial shows, HSBC is just another scummy bunch of crooks dressed in bankers clothing

Fed Up, USA (Sent Tuesday, November 11, 2008 1:43 PM)

Maybe HSBC wants us to forget that they're the worst offender for not adequately protecting their customers' private financial data, worse than even Bank of America...

Kara - Eureka, CA (Sent Tuesday, November 11, 2008 3:32 PM)

"anti-logging protesters"

People protest anti-loggers? Oh, you mean logging protesters. :-)

Tilly Youngman (Sent Tuesday, November 11, 2008 3:40 PM)

I don't much care if HSBC "understands" logging protesters, loggers, or whether they're broad-minded enough to understand both.  I just want to know if my money is safe and earning a good rate of interest.  If I want an unlikely love story, I'll read a book.

You better have FDIC if you're with HSBC, because they're too busy solving ethical dilemmas to manage their loan portfolio.

Fredo C, New York, NY (Sent Tuesday, November 11, 2008 4:22 PM)

I think the trees represent bank deposits and the loggers represent taxes on those deposits and the protesters represent the Bush tax cuts on the wealthy and in the end the taxes have to "bail out" the economy (young couples) and then Obama (motorcycle) unites the tax cuts on the middle-class with the taxes on the wealthy and the economy wraps its arms around the country and it is strong again. the end.

Ben Daggett, NY, NY (Sent Tuesday, November 11, 2008 5:51 PM)

The Hong Kong Shanghai Bank of China (HSBC) is the largest British bank, and has operations from Canada to India. I have visited Taiwan, Hong Kong, the United States, Austria, and the United Kingdom, and whenever I do business at any of the local branches of HSBC, I do so as if I was in my home country (Canada). They are the only international and multicultural bank out there that is responsive to cultural and political differences.

PAC, Eugene, OR (Sent Tuesday, November 11, 2008 5:51 PM)

I liked it - but yeah it's rough to watch.  They're both doing what they think is right throughout the entire episode.

mpnmom (Sent Tuesday, November 11, 2008 7:39 PM)

As in debt as I am, I don't watch commercials related to banking or anything that hints at borrowing.  I can say, however, that I hate online bill payers being charged, usually a $10.00 fee, to pay online or via the telephone.  I understand that this practice depends on both the state you live in, and, the financial institution. .  How disgusting, plain out and out greedy.  So, I guess we step back to the snail mail age  -- it only costs 42 cents!  Shame on the financial institutions that embrace this practice.  

JoJoTrepanier, Yakima, WA (Sent Tuesday, November 11, 2008 9:03 PM)

This ad greatly angers me as do the others in this series. So destructive logging is just as valid as conservation? Give me a break....talk about self-justification.

Sylvia S. (Sent Tuesday, November 11, 2008 9:16 PM)

Agree with PAC, Eugene, HSBC is the best way to function finacially if you travel a lot. But the ad leaves you wondering what it was selling.  Made by a frustrated movie director perhaps?

Pat Chilvers, New Brunswick (Sent Wednesday, November 12, 2008 2:03 AM)

Just wondering if HSBC is trying desperately to keep the focus off of their "raise of interest rates" game despite the on time payments and length you held your CC account. Yep, after 4 years of never missing a single payment, my interest rate was still raised and no rep would even give an explaination except to confirm that my account has been in excellent standing all of these years. I'm looking forward to closing out this TOXIC Debt by January 09. I have too many other CC offers to choose from - I certainly don't need HSBC. Still don't understand why HSBC prefers to penalize their solid accounts to supplement their risk accounts. Ridiculous and quite frankly, insulting!

Jenn, Durham, NC (Sent Wednesday, November 12, 2008 12:28 PM)

HSBC has the most crooked lending practices and all their endeavors ride the thin line between immoral and illegal. STAY CLEAR OF HSBC!!!!

Thomaster (Sent Wednesday, November 12, 2008 12:53 PM)

These HSBC guys are scumbags. This is the company that owns Household Finance and Beneficial. They prey on the naive and charge ridiculous rates. Run away. Don't walk. Run away from these jerks!

Jason McCleskey, Seattle, WA (Sent Wednesday, November 12, 2008 3:22 PM)

Greedy people make stupid decisions, whether they are giving a loan or receiving it.  "Hey I can buy a house I can't afford and sell it at a super high price in 5 years because the market keeps on growing"  Then they find a load officer and get a loan they don't deserve.  Seriously placing all the blame on banks isn't entirely correct.

Jon, Orange County, CA (Sent Wednesday, November 12, 2008 4:39 PM)

Couldn't agree with you all more.  After holding accounts for over 20 years I left and took my money to a credit agency who understands what customer service means and always treats me with respect, not just customers with $100K in their accounts.
HSBC staff were rude, condesending, and out and out would lie on the phone (once telling me that a manager was out of the office, when I arrived 15 minutes later, I found him, he never was called by the phone service -- so either he or they were lying!)

Beth, Rochester NY (Sent Wednesday, November 12, 2008 4:48 PM)

If it was my girlfriend, I would have left her in jail.  Guy is out making an honest, LEGAL, living, and she gets arrested, then PISSED after he bails her out.  Typical liberal.

Tim,Oxford, MI (Sent Wednesday, November 12, 2008 6:16 PM)

Tim from Oxford is funny.  I'm a typical liberal.  I'd give my guy THE BLUES!  I cried.  I like HSBC, but I don't have a credit card with them.  I just like the high interest rate on the savings account.  Some of these comments make me wonder if my money is safe in that account, or if, one day, I'll go to take my money, and they just won't have it or something.  Hmmmm.

Sofia Penelope (Sent Wednesday, November 12, 2008 8:02 PM)

Sounds like alot of people are laying the blame of their own money mis managment on the banking industry.  If you don't like the credit card shred it up and don't use it.  If you don't like the banking system i would suggest putting your money in mason jars and burying it in your back yard.  Other than that leave it be and quit complaining because a company is doing what it's supposed to do.....make money.  I don't know any buisness that opens to lose money.

Rick, Bagdad Iraq (Sent Thursday, November 13, 2008 6:42 AM)

Does anyone of you realize the reasoning behind this is HBSC (it is an as)is the largest bank worldwide and is owned by China. Could this be emotional social manipulation? To what end would a Coporation owned by a country want "you" to start excepting people in conflict having "relationships".

Gayle, Raleigh, NC (Sent Thursday, November 13, 2008 9:13 AM)

As she wraps her arms around him she whipers "Thanks, Honey. All that blood money you've been socking away from your enviro-rapist employer was good enough to bail me out of the pokey.  Now, how about we use some more to buy sushi, chardonnay and a porno movie?"

JJ from Erie PA (Sent Thursday, November 13, 2008 10:03 AM)

ANYONE THAT DOES WORK WITH HSBC OR IT'S OTHER OPERATIONS IS A FOOL.  THEY HAVE THE BRAINS OF A PEANUT AND CANNOT EVEN OPERATE AS A HOME LENDING ARM.  THEY ARE JUST PLAIN THIEF'S  AND SCUM.  JUST TRY TALKING TO THEM RUDE IS NOT EVEN THE WORD I WOULD USE. DISCUSTING!!!!!!!!!!!!

STEVE LONG LOS ANGELES CA. (Sent Thursday, November 13, 2008 10:12 AM)

What does the girl yell as she passes by the guy?

fubar, Austin TX (Sent Thursday, November 13, 2008 10:49 AM)

Your all talking about it. It worked. see how much time is being spent talking about HBSC?  You will soon forget the ad itself but by repitition you will remember something positive about HBSC.  The commercial now seems to have accomplished it's goal of building awareness of the brand name.

Mike Philadelphia PA (Sent Thursday, November 13, 2008 11:13 AM)

Pay your bills early in an HSBC ATM and the bank will charge you a late fee, explaining that they can hold payments for 5 days. Dispute the charge, provide proof of on-time payment and be assessed another late charge. Sounds like thievery to me.

Kenneth Reeve, Flushing, NY (Sent Thursday, November 13, 2008 1:35 PM)

I found the ad less than successful (I watched the longer version). If it were a PSA reminding us that people can disagree and still care passionately about one another, it would be a great commercial. It's hard not to feel that the issues at play in the drama they've cast are cheapened by the commercial message. Also, they've chosen a topic that has nothing to do with financial services. So in the end, you just wind up feeling uncomfortable - not just because of the unpleasantness of the scenes themselves, but because it feels ultimately exploitative. The UBS ads that suggest UBS is a financial services company of just two people (you and us) are much better at suggesting an ability to listen and connect.

Paul, Seattle, WA (Sent Thursday, November 13, 2008 1:50 PM)

Oh my the ignorance here is unbearable.
HSBC is among the few major banks that are relatively unscathed by the mortgage crisis. In fact, when the British government offered their own bank bailout funds, HSBC is one of the few that did NOT take up the offer. Their stock prices also suffered the least compared to essentially any major financial institutions.
Don't believe me? Look it up yourself.
Get your facts straight before opening your mouth.

An informed citizen (Sent Thursday, November 13, 2008 2:09 PM)

This bank is beyond corrupt

Roger (Sent Thursday, November 13, 2008 3:59 PM)

HSBC,HFC,Beneficial: The most absolute corrupt,crooked,scumbags in the lending industry!!! Just some FYI; HSBC and it's companies are the only Sub-prime( and the largest)lender out of 34 on the HUD watch list that is still operating. All others have been shut down. Why if they are at the heart of the mortgage mess, is our goverment allowing them to still continue operations in the U.S.? Food for thought.

Pam,maryland (Sent Thursday, November 13, 2008 4:39 PM)

Think about this I used to have a mortgage with Champion and they sold us to HSBC right when we were getting on track.  Ok HSBC is supposed to work with HUD and they practised the most predatorial lending default notices I've ever seen.  Talk about Monopolies Wachovia is our bank since 1982 they also wouldn't work with you unless you had a credit score perfect.   So now Wachovia tanks and citi offers to buy them and who runs in to usurp that deal wells-fargo.  Well   guess who wells fargo is a subsidary of; you got it HSBC.,  Wachovia is pinky and HSBC the brain one is stupid the other insane.  Just give our first born to china that ought to make congress happy

Louise Union, NJ (Sent Thursday, November 13, 2008 5:43 PM)

Why would I care that HSBC embraces my differences?  And what the heck does that mean anyway?  Different from whom?

Frank, Dallas, TX (Sent Thursday, November 13, 2008 6:57 PM)

The logger is the girl's dad.

Doc, Asheville, N.C. (Sent Thursday, November 13, 2008 8:02 PM)

Hongkong Singapoor Bonking Systems biggest monopoly bank in world but did beat their strangle hold on my crazy 2/28 loan with a 5 yr. prepay. That should be illegal, sure enough now is but ruined my credit just so couldn't get free but just did with Century 21 mortgage. Just keep away from these very foreign crew, with strict rules.

Tommy, Cleveland, OH (Sent Thursday, November 13, 2008 10:48 PM)

Wells Fargo is NOT a subsidiary of HSBC.  Just make that up yourself, or do you have sources?

Roger Klorese (Sent Friday, November 14, 2008 8:38 AM)

HSBC is an EVIL corporation!

Jessica (Sent Friday, November 14, 2008 11:06 AM)

I used to have an HSBC credit card -- until I figured out that they actually charge you money to do an ACH transaction. I think the charge to me was $6.95. I paid off my account the next month and cancelled the card. They did do me a service, though; I now check every offer I get, and if they charge me to make a payment, I get that much more of a laugh when I shred it.

NiceGuyMike, Indianapolis, IN (Sent Friday, November 14, 2008 12:15 PM)

Workeded at a company that just FINALLY got rid of HSBC as a banking partner. WORST customer service reps imaginable, customer service website was a joke etc. We even came up with our own acronym (HSBC= How Sh*tty a Bank Can be)

Glenn, Sarasota, Florida (Sent Friday, November 14, 2008 12:17 PM)

what is HSBC? Is it a bank?

doe, boston, ma (Sent Friday, November 14, 2008 3:12 PM)

This smacks of the Dow Chemical 'Human element' ads.

For those unlucky enough to live in areas of this world contaminated by their 'elements', I am left to wonder how Dow's contributions to my 'human element' will effect my life.

A good PR campaign should be uplifting and not dwell on the sins of the corporation or industry that it is part of. HSBC seems to wish that it won't be confused with the logger that rapes the land and pillages the environment for short term gain and hopes that the 'grateful' public won't identify as the demonstrator clinging to the rapists machine running at top speed down the road as if nothing changed. They hope the public and regulators will let it go about it's business unchanged and unaltered.

This is the same 'velvet hammer' that the various chemical front groups run in my town threatening jobs and the local economy if they are forced to spend money to clean up their messes and abide by rules and regulations in place to protect us. You see the corporation's answer to the stockholders, not the little guys they carelessly trample.

Yes, HSBC is the logger. Their customers and the world in general are the protester. The message is 'leave us alone and we will take care of you' and 'hang on'.

Quite a ballsy ad for an industry not known for responsibility in any form...

Pinky, Saginaw Michigan (Sent Sunday, November 16, 2008 10:44 AM)

Ben Dagget (hope I spelled it right), I LOVED your analysis of the commercial. Pretty sure that's not what HSBC intended, but DUDE! The irony of it all! Deep, man! Deep!

Teacher S, Huntsville, AL (Sent Monday, November 17, 2008 9:33 PM)

Seems to me the story they want to get across is that if you are a guy, do whatever you have to to make money, and you'll still get the girl. Silly.

Jon Wisemann (Sent Tuesday, November 18, 2008 3:07 PM)

omg!,this ad is stupid

stephanie,norfolk va (Sent Tuesday, November 18, 2008 10:40 PM)

The ad was beautiful in a stand alone sense.I will always be grateful to HSBC for being one of the first banks to extend credit to me after a devestating bankruptcy.Its not easy to carry large amounts of cash or use debit cards that have no recourse once a transaction has been made.The credit card they issued me made it much easier to start over again.

Charles Locke, Fort Pierce, FL, USA (Sent Sunday, November 23, 2008 4:59 PM)

The message is about contrasts.  She is a kid. As such she can be drawn into causes.  He has to grapple with the responsibilities of making a living and supporting his family, which includes bailing his daughter out of jail.

Richard, Philadelphia. PA (Sent Tuesday, November 25, 2008 1:38 PM)

ummmm

hg (Sent Tuesday, November 25, 2008 1:41 PM)

Um, so this protester abandoned her stance because she was put in jail? If the message is to drop your convictions at the first sign of resistance then mission accomplished. I wonder how our soldiers feel about this. Lincon? Dr. King? People all over the world are fighting and dying for their beliefs and this is the message we deliver to our children.

Dale (Sent Tuesday, November 25, 2008 5:20 PM)



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