Ad Nut
Mar 30, 2020

Standard Chartered shows empathy with homebound families (and also promotes its apps)

With TBWA Hong Kong, the bank has launched a breezy look at a family living, and banking, under lockdown.

As the virus crisis grinds on, not many brands in APAC have been brave enough to put themselves out there with work that not only references the pandemic but also goes about the business of promoting a product or service. While many brands are heeding advice that they shouldn't go dark and are putting out messages (see "How brands are positioning their messages during COVID-19"), Ad Nut hasn't yet seen many local examples that dare to perform the primary function of advertising.

An exception is the above new TVC from Standard Chartered. It's a deftly light look at a family that's stuck at home and cut off from social contact—but not from banking and investing options, thanks to the brand's wide array of online tools.

TBWA Hong Kong MD Jan Cho said in a release that the agency wanted "to inject a sense of positivity during this challenging time" and Ad Nut agrees that's the right move. Brands shouldn't be afraid to do business, as long as they can simultaneously show that they get what people are going through, which doesn't really seem that hard to do. 

The campaign is running on TV, print, social media and digital. 

Ad Nut particularly likes the moment where we see a young man who is apparently passing the long hours intently watching a goldfish in a small bowl. That's a clever and subtle reference to the plight all of you humans are facing these days. You're all goldfish now—albeit goldfish with internet access and Netflix. Rest assured that Ad Nut feels for you as you endure your confinement. Ad Nut won't even mention that squirrels and other creatures remain free to roam anywhere they want to, and will refrain from saying that the world is a great deal more peaceful without all of you scurrying around day and night. 

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


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