One-To-One Marketing: Direct choice: HSBC 'Beautiful Thailand' mailer - Richard Tunbridge, Creative director M&C Saatchi

I read a lot. And, to this day, there are only two things I've ever failed to finish: The Satanic Verses, and this mailer. Halfway through both, I had to stop. All that for this? I've seen the TVCs. I like the way they dramatise the idea in a global context. They just seem to be struggling with it at a local level. The cover doesn't exactly blow my skirt up. "Aspire to..." (aspire to what?). "A fulfilled life is a well-planned one" (oh, really?). "Don't you wish for a life less ordinary?" Oh, hang on. Now they're speaking to me. And there's an allusion to some life-altering event the bank can facilitate.