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Hsbc “Global Citizen” 2018

Hsbc “Global Citizen” (2018) is a Hsbc commercial for J. Walter Thompson, produced by Gorgeous. It won 2 awards, including Creative Circle 2018 Silver WRITING - Best Film script Writing (single).

Richard Ayoade humorously narrates how global influences shape our daily lives, from coffee to cars and pets, culminating in the message that despite being an island, the UK is part of something far bigger.

Video: J. Walter Thompson London on YouTube

Shot by shot

  1. A cute black and white French bulldog with a red collar looks directly at the camera, sitting indoors next to a person.© Hsbc0:00
  2. A man with curly hair and glasses looks directly at the camera, with reflections visible in his lenses, in an interior setting.© Hsbc0:03
  3. A man with curly hair and glasses holds a small cup of coffee and speaks to the camera in a cafe.© Hsbc0:07
  4. An aerial shot of a multi-lane highway with cars driving in both directions, surrounded by trees under a bright sky.© Hsbc0:11
  5. Richard Ayoade, a man in a brown suit and red tie, stands on a bridge as cyclists blur past him on a cloudy day.© Hsbc0:15
  6. A man with curly hair and glasses, wearing a suit, looks at the camera and talks in an interior setting.© Hsbc0:21
  7. Two young boys in red soccer uniforms run on a grassy field, kicking a soccer ball during a game.© Hsbc0:26
  8. A man in his 30s wearing a blue parka with a fur-lined hood and glasses speaks directly to the camera in an outdoor setting.© Hsbc0:30
  9. A close-up shot shows two people's hands dipping bread and a spoon into four small metal bowls of Indian chutneys and raita on a table.© Hsbc0:35
  10. A close-up shot shows a restaurant bill on a metal tray, then multiple credit cards are dropped onto the bill, on a yellow tablecloth.© Hsbc0:36
  11. A man with curly hair and glasses, wearing a brown corduroy jacket, blue polka dot shirt, and red tie, speaks directly to the camera in an interior setting.© Hsbc0:42
  12. A man with glasses holds up a small puzzle piece of the UK map, speaking to the camera in an interior setting.© Hsbc0:50

Stills © Hsbc. Made by J. Walter Thompson and Gorgeous.

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

The idea

Richard Ayoade's deadpan delivery highlights global connections in everyday life.

Tagline: “Together we thrive”

celebrity endorsementdeadpan humorslice of life vignettesminiature worldbreaking the fourth wall

The cut

Length
60 s
Shots
40
Average shot
1.5 s

What creatives use Hsbc “Global Citizen” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Hsbc “Global Citizen”? 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 cute black and white French bulldog with a red collar looks directly at the camera, sitting indoors next to a person.© HsbcA man with curly hair and glasses looks directly at the camera, with reflections visible in his lenses, in an interior setting.© HsbcA man with curly hair and glasses holds a small cup of coffee and speaks to the camera in a cafe.© HsbcAn aerial shot of a multi-lane highway with cars driving in both directions, surrounded by trees under a bright sky.© Hsbc
    Frames from Hsbc “Global Citizen”

  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 “Global Citizen” in order, with its length, framing and what happens in it.

    A cute black and white French bulldog with a red collar looks directly at the camera, sitting indoors next to a person.© HsbcA man with curly hair and glasses looks directly at the camera, with reflections visible in his lenses, in an interior setting.© HsbcA man with curly hair and glasses holds a small cup of coffee and speaks to the camera in a cafe.© HsbcAn aerial shot of a multi-lane highway with cars driving in both directions, surrounded by trees under a bright sky.© HsbcRichard Ayoade, a man in a brown suit and red tie, stands on a bridge as cyclists blur past him on a cloudy day.© HsbcA man with curly hair and glasses, wearing a suit, looks at the camera and talks in an interior setting.© Hsbc
    Length: 60 s · Shots: 40 · Average shot: 1.5 s

  3. 03Ad ideas: every spot built on a celebrity endorsement

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

    Hsbc “Global Citizen” is built on a celebrity endorsement. Search the library by idea to see every spot that uses it.

    Novartis “Relax Your Tight End”© NovartisUber Eats “A Century of Cravings”© Uber EatsUber Eats + Special US “Football is for Food”© Uber Eats + Special USCadbury Celebrations “My SRK Ad”© Cadbury Celebrations
    Novartis · Uber Eats · Uber Eats + Special US · Cadbury Celebrations

More from J. Walter Thompson

  • British Army "Boots" (2014) commercial still© British ArmyBritish Army “Boots” 2014Dir. Simon Ratigan · J. Walter ThompsonBritish Arrows Gold 2014
  • Savant "Moving" (2016) commercial still© SavantSavant “Moving” 2016Dir. Fer Bozzoletti · J. Walter ThompsonCannes Lions Silver 2016
  • Elan "Taste the Translation" (2015) commercial still© ElanElan “Taste the Translation” 2015Dir. Maarten Groen · J. Walter ThompsonEpica Silver 2015
  • First Direct "Platypus" (2014) commercial still© First DirectFirst Direct “Platypus” 2014Dir. Dom & Nic · J. Walter ThompsonCreative Circle Silver 2014
  • Shell "Shapeshifter" (2016) commercial still© ShellShell “Shapeshifter” 2016Dir. Carl Erik Rinsch · J. Walter ThompsonClio Awards Bronze 2016
  • Ford Trucks "A-Team" (2001) commercial still© Ford TrucksFord Trucks “A-Team” 2001Dir. Robert Logevall · J. Walter ThompsonClio Awards Bronze 2001

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

Which agency made Hsbc “Global Citizen”?

J. Walter Thompson created it for Hsbc (2018).

What awards did Hsbc “Global Citizen” win?

2 awards, including Creative Circle 2018 Silver WRITING - Best Film script Writing (single) and Creative Circle 2018 Bronze FILM - Best TV 60secs & over (single).

What is the tagline of Hsbc “Global Citizen”?

“Together we thrive”

Sources for the credits and awards

web.archive.orgLBB