HSBC Lumberjack TV Ad

Beautiful new HSBC ad entitled Lumberjack that plays like a micro movie with depth, conflict and very high production values.

Problems:

• The drama of the ad is connected to a bank. Right. How?
• This just feels wrong. Like emotional greenwashing. Like they're hiding the evidence in plain sight.
• Environmentalists aren't environmentalists from 9 to 5, then just regular folk who want to be held.

Overall: Awesome for HSBC to take the risks. Cudos to all the folks involved in the production of the ad for top-notch work.

But for an ad that trades on emotions, the payoff of the ad feels tone deaf to me.