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HSBC Argentina “Dear Customer” 2023

HSBC Argentina “Dear Customer” (2023) is a HSBC Argentina commercial directed by Ale Rey for David, produced by Argentina Cine. It won 4 awards, including Cannes Lions 2022 Film Silver, Clio 2023 Silver — Film / 61 Seconds to Five Minutes and D&AD 2023 Wood Pencil — Film / TV/VOD Commercials 31 - 120 Seconds.

A bank robbery unfolds with masked figures demanding personal banking details from terrified customers, revealing a twist that highlights the growing threat of cybercrime.

Video: David The Agency on YouTube

Shot by shot

  1. A diverse group of people, dressed in casual attire, are seen waiting in line and interacting with tellers at a grand, old-fashioned bank.© HSBC Argentina0:02
  2. Three masked figures in black tactical gear emerge from a doorway, as smoke fills the marble-floored room, creating a tense and mysterious atmosphere.© HSBC Argentina0:06
  3. A middle-aged woman leans on a bank counter as people around her duck and crawl on the floor of a grand, ornate bank lobby.© HSBC Argentina0:10
  4. A masked robber holds a security guard in a headlock, while another person in the background raises their hands in a large, ornate bank lobby.© HSBC Argentina0:11
  5. A person in a black hoodie and face covering holds a bat, standing in a grand, marble-walled interior with ornate architectural details.© HSBC Argentina0:17
  6. A wide shot of a bank interior shows several people in dark clothing, possibly robbers, moving among prone customers on the floor, with smoke in the background.© HSBC Argentina0:18
  7. A person in a black hoodie and mask stands on a ledge inside a grand, ornate bank, holding a long stick.© HSBC Argentina0:24
  8. A person in a black hoodie and mask stands on a ledge in a grand, ornate building, looking down, with subtitles visible.© HSBC Argentina0:29
  9. A person in a dark hooded cloak and face covering looks down, then up, in a dimly lit interior space.© HSBC Argentina0:34
  10. A person in a black hoodie and face covering stands in a grand, ornate hall, gesturing with their hands as if speaking to someone off-screen.© HSBC Argentina0:36
  11. A wide shot shows a bank interior with many people lying on the floor, some crawling, as a person in dark clothing walks over them.© HSBC Argentina0:40
  12. A young man in a maroon shirt and dark pants is on the floor, looking at a document and a phone next to a backpack.© HSBC Argentina0:41

Stills © HSBC Argentina. Made by David, Argentina Cine and Ale Rey.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Physical bank robbery as a metaphor for cybercrime, with a twist ending.

Tagline: “Crime evolves. So should we.”

bank robberymasked figuresdramatic revealmisdirectionsocial commentarycrime as metaphor

The cut

Length
64 s
Shots
32
Average shot
2.0 s

What creatives use HSBC Argentina “Dear Customer” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of HSBC Argentina “Dear Customer”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A diverse group of people, dressed in casual attire, are seen waiting in line and interacting with tellers at a grand, old-fashioned bank.© HSBC ArgentinaThree masked figures in black tactical gear emerge from a doorway, as smoke fills the marble-floored room, creating a tense and mysterious atmosphere.© HSBC ArgentinaA middle-aged woman leans on a bank counter as people around her duck and crawl on the floor of a grand, ornate bank lobby.© HSBC ArgentinaA masked robber holds a security guard in a headlock, while another person in the background raises their hands in a large, ornate bank lobby.© HSBC Argentina
    Frames from HSBC Argentina “Dear Customer”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of HSBC Argentina “Dear Customer” in order, with its length, framing and what happens in it.

    A diverse group of people, dressed in casual attire, are seen waiting in line and interacting with tellers at a grand, old-fashioned bank.© HSBC ArgentinaThree masked figures in black tactical gear emerge from a doorway, as smoke fills the marble-floored room, creating a tense and mysterious atmosphere.© HSBC ArgentinaA middle-aged woman leans on a bank counter as people around her duck and crawl on the floor of a grand, ornate bank lobby.© HSBC ArgentinaA masked robber holds a security guard in a headlock, while another person in the background raises their hands in a large, ornate bank lobby.© HSBC ArgentinaA person in a black hoodie and face covering holds a bat, standing in a grand, marble-walled interior with ornate architectural details.© HSBC ArgentinaA wide shot of a bank interior shows several people in dark clothing, possibly robbers, moving among prone customers on the floor, with smoke in the background.© HSBC Argentina
    Length: 64 s · Shots: 32 · Average shot: 2.0 s

  3. 03Ad ideas: every spot built on a bank robbery

    Before you present an idea, you need to know who has done it, and how.

    HSBC Argentina “Dear Customer” is built on a bank robbery. Search the library by idea to see every spot that uses it.

    HSBC de “Dear customer”© HSBC deSt. Kilda Film Festival “Every Second Counts”© St. Kilda Film FestivalHSBC “Dear costumer”© HSBCTVNZ “TVNZ”© TVNZ
    HSBC de · St. Kilda Film Festival · HSBC · TVNZ

More commercials by Ale Rey

  • Santander "En todos lados" (2024) commercial still© SantanderSantander “En todos lados” 2024Dir. Ale Rey
  • Ole "Periodistas" (2024) commercial still© OleOle “Periodistas” 2024Dir. Ale Rey

More from David

Award-winning finance & insurance commercials

  • Shield Insurance "After Shit Happened Service EP.1-5" (2026) commercial still© Shield InsuranceShield Insurance “After Shit Happened Service EP.1-5” 2026VML (VML Thailand / VML Bangkok)London International Awards Grand Prix 2026
  • Krungsri First Choice "What the Fast" (2024) commercial still© Krungsri First ChoiceKrungsri First Choice “What the Fast” 2024Dir. Wuthisak Anarnkaporn · Leo BurnettAdFest Grand Prix 2025
  • NRMA Insurance "Help is who we are" (2022) commercial still© NRMA InsuranceNRMA Insurance “Help is who we are” 2022Dir. Gary Freedman · The MonkeysEffie Awards Grand Prix 2022
  • John Lewis Financial Services "Tiny Dancer" (2015) commercial still© John Lewis Financial ServicesJohn Lewis Financial Services “Tiny Dancer” 2015Dir. Dougal Wilson · adam&eve\TBWALondon International Awards Grand Prix 2016
  • GEICO "Unskippable: Family" (2015) commercial still© GEICOGEICO “Unskippable: Family” 2015Dir. Terri Timely · The Martin AgencyCannes Lions Grand Prix 2015
  • Cash App "Timothée Chalamet for Cash App" (2026) commercial still© Cash AppCash App “Timothée Chalamet for Cash App” 2026Dir. Aidan ZamiriWebby Awards Winner 2026

Questions

Who directed the HSBC Argentina “Dear Customer” commercial?

Ale Rey directed it, produced by Argentina Cine, for the agency David.

Which agency made HSBC Argentina “Dear Customer”?

David created it for HSBC Argentina (2023).

What awards did HSBC Argentina “Dear Customer” win?

4 awards, including Cannes Lions 2022 Film Silver, Clio 2023 Silver — Film / 61 Seconds to Five Minutes, D&AD 2023 Wood Pencil — Film / TV/VOD Commercials 31 - 120 Seconds and El Ojo de Iberoamérica 2022 Gold Film – FL5 – Compañías de servicios públicos, privados y financieros.

What is the tagline of HSBC Argentina “Dear Customer”?

“Crime evolves. So should we.”

Sources for the credits and awards

dandad.orgThe WorkThe Workelojodeiberoamerica.comclios.com

HSBC Argentina “Dear Customer” (2023) Commercial by Ale Rey: Credits, Awards & Stills