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28 September 2021

Line lunacy.

by Syd Briscoe

HSBC: “Borders” - 60s

Richard Ayoade continues to offer value as HSBC's affably reasonable spokesman in the bank's latest campaign. This outing sees the brand address the borders - social, cultural, and physical - which define our lives, and questions how many of them really function in a way we want them to.

Making his point via an old-school white line marker, Ayoade trundles through the ad while a soundtrack of 'The Great Escape' suggests there will be more line-crossing than maintaining going on. Glass ceilings, generational divides, and political arguments beware.

Some choice gags (a dog making eye contact while relieving itself on a line, Ayoade's wordless grimace as he passes a bank of lorries) make sure the ad keeps an encouraging tone, suggesting these are things which can be overcome rather than endured. As questions about food supply chains ramp up, many will wish the powers that be had considered such questions sooner.

Film Production: Outsider Ⓟ Ⓦ
Director: James Rouse Ⓟ Ⓦ
Producer: Benji Howell
Cinematographer: Alex Melman
Editor: Bill Smedley Ⓦ @ Work Ⓟ Ⓦ
Post Prod Producer: Alexia Paterson @ Framestore Ⓟ Ⓦ
VFX Shoot S'visor: Chris Redding
Colourist: Beau Leon
Sound Designer: Anthony Moore / Frankie Beirne / Mark Hills @ Factory Ⓟ Ⓦ

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