HSBC slammed over controversial ‘anti-Brexit’ ad campaign
HSBC is facing criticism over an advertising campaign stating the UK is “not an island” amid complaints it is anti-Brexit.
The bank’s new campaign, launched last week, highlights the influence of other cultures on life in the UK.
The posters and accompanying video celebrate Britons’ penchant for foreign imports, such as Columbian coffee, American films and Swedish flat-pack furniture.
But critics have lashed out at the ads, saying they betray an anti-Brexit bias.
Really odd and ideologically aggressive advert for HSBC on back of London Evening Standard. Not mentioning any services it offers just declaring "We (ie the UK) are not an island."
We have many international links, but yes we are actually. Glad I am not an HSBC customer.
— Patrick O'Flynn (@oflynnsocial) January 2, 2019
Patrick O’Flynn, East of England MEP, described the campaign as “really odd and ideologically aggressive”.
“Glad I am not an HSBC customer,” he wrote in a tweet.
Bob Seely, MP for the Isle of Wight, suggested Brexit could lead to “higher standards in banking”.
Spot on .@montie, and yes, we're part of something bigger; the world. @HSBC, perhaps #Brexit could mean higher standards in banking? https://t.co/8dxjer48BT
— Bob Seely MP (@IoWBobSeely) January 4, 2019
But overall the campaign received a mixed response, with some social media users praising the bank for its bravery.
The bank has also released region-specific posters paying tribute to local areas, with the London version referencing Wimbledon and Notting Hill Carnival.
But HSBC has denied the campaign is about Brexit. A spokesperson for the bank said: “With the 'We are not an island' poster we are reinforcing our strong belief that the things that make us quintessentially British are the things that make us inescapably international.”
J Walter Thompson (JWT), the advertising agency behind the campaign, said it aimed to “remind people that whatever the political climate, we are global citizens and part of something far, far bigger”.
Mike Watson, JWT creative director, said: “At a time when opinions in the UK have never been more polarised, our campaign aims to walk the middle ground by simply highlighting that many of the things that make us quintessentially British are the things that make us inescapably international.”