“He waits. That’s what he does. And I’ll tell you what…Tick followed tock followed tick followed tock followed tick.” Yep, you guessed it, this week we are reminiscing about the classic 1999 Guinness “Surfer” TV commercial.
Created by AMV BBDO and directed by Jonathan Glazer, the black-and-white ad famously used the concept of surfers waiting for the perfect wave as a metaphor for the patience required for the 119.5-second two-part pour of a perfect pint of Guinness.
But what is this we hear you ask, is HSBC using a similar metaphor to bring to life its role as a “trusted banking partner” for its customers? You had better believe it…
“The Right Wave”, devised by VML, aims to explore the extreme, high-pressure dynamics between a big-wave surfer, Matahi Drollet, and a jet ski driver, Tahurai Henry, as they conquer overwhelming 25ft swells.
Drawing on the relationship between Matahi and Tahurai, the film is designed to symbolise HSBC’s role in bringing expertise, and deep understanding of the world’s changing currents to build the right conditions for customer success.
The film was shot in Tahiti during several high-risk wave breaks. Produced by Superprime Films, the team collaborated with local Polynesian production company We Are Ora to draw on local and specialist knowledge to capture the best possible wave conditions. It was directed by the filmmaker Kiku Ohe alongside cinematographers Tim Lorentzen and Morgan Maassen.
The activation includes ad cutdowns across digital, social and streaming platforms, as well as inflight entertainment on flagship airlines.
The film was developed by Team Helix, WPP’s integrated agency team for HSBC, and led by VML UK in partnership with VML Lisbon with media handled by OMG Media.
HSBC global head of brand campaigns Donata Peksa said: “We’re excited to launch this chapter of our global brand campaign, and the powerful metaphor it’s anchored in.
“From the faith Matahi has in Tahurai to put him in the perfect position on the wave, to the crew’s expertise and patience in filming an extreme and unpredictable sport, the film captures an uneasy truth of the world’s unpredictability. I can’t think of a better way to establish our new ambition to be the world’s most trusted bank, putting our customers at the heart of everything we do.”
VML UK chief creative officer Ryan McManus added: “If heavy water and a volatile ocean teaches you one thing, it’s that nobody can take on giant waves alone. You need a partner who helps you navigate the conditions. That’s why this was such a powerful metaphor for HSBC. With over 160 years’ experience, they know what it takes to realise opportunities in an ever-changing world.”
So, what is the consensus around the Decision Marketing office?
Well, to be fair, the power of the sea is a well-worn metaphor, from Corona to Wachovia and Billabong to Old Spice, ads starring surfers have been around for decades, and this one does seem to work hard with its play hard approach.
Will it convince anyone that HSBC is a trusted banking partner? Who knows, but we like it nevertheless.
Decision Marketing Adometer: A ‘wipeout’ 8 out of 10
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