9 shocking words - Video Marketing Examples #33

^{Obligatory disclaimer: This isn't an ad or sponsored content. We simply wanted to share this analysis with you as a great, recent example of video marketing.}

Our eye was caught recently by HSBC’s ‘Vicious Circle’ campaign. 

This ad, running on TV here in the UK as well as online, is about HSBC’s collaboration with charities, working to give bank accounts to homeless people.

Essentially the issue at play here is - as per the campaign title - a ‘vicious circle,’ whereby homeless people, without an address, can’t get a bank account. Without a bank account, they can’t get a job. And without work, they can’t afford to get themselves off the streets. 

And you could spell that out, with a perfectly fine piece of voiceover work, like:

Nothing wrong with that - it’s fine. 

But instead, HSBC have opted for 9 simple, powerful words, repeated on loop and gathering speed for 50+ seconds of the one minute video.

This is coupled with an incredibly bleak visual look, which features a homeless woman - increasingly desperate - as she tries to secure these crucial things, and being snubbed at every turn. 

It’s actually quite shocking and uncomfortable viewing, and this is absolutely underlined by the repetition and minimalist nature of both the script, and the visuals.

Remember: when it comes to crafting memorable messages less is usually more. 

Feeling inspired?

We’d love to chat if any of this resonated with you. Let’s talk about your next video ad campaign - and how we can help you craft a memorable message.