The Adgenda: "Lemonade" ads are a smart move from HSBC

Although the music is kind of creepy.

HSBC has put a cheery face on banking with a grade-school entrepreneur in their ads Lemonade and Lemon Grove.

The first video starts with the all-American summer image of a kid earning some pocket money from her home-made lemonade stand. Suddenly trouble arises when her latest customer doesn’t have any American change. Not to worry, turns out not only does our littelest businesswoman cover all major currencies, she also speaks Cantonese. Cue a bus full of new customers and an emerging local lemonade monopoly for international customers.

This raises some questions though. Does the dad get a cut of the profits? Is her home-made sign a lewd marketing campaign playing on the “innocent small business” image? Does she skim a few percentages over the exchange rate for herself? She’s obviously put a lot of thought into this. Fast forward to the next video and the situation has escalated wildly. She now has a lemonade empire stretching at least from America to France. She has also shown her true colours as a hyper competent polyglot with revenues large enough to fly to India to expand her supply routes.

What are the fathers thinking throughout all this? Are they really as naïve as the video leads us to believe and just play along with their daughters little game of merchant? Seems so as when the girl storms off for her next corporate adventure her dad is completely out of the loop. Did she only bring him as a cover story for border controls? If the story and her business follow this exponential growth the next video will feature a global mafia-like organisation, run entirely by twelve-year olds, with complete control of the world’s lemonade trade. The slogan of the ads confirm this: “In the future even the smallest business will be multinational.” Imagine the money she saves alone on using nothing but child labour. She has definitely not filed the official paperwork and who would prosecute a kid working at a street side lemonade stand? The rest of us will simply have to pray she doesn’t turn her attention beyond lemonade.

On a more serious note this is a smart move from HSBC’s side. Bankers have not exactly enjoyed a great image in the last decade, or for that sake, ever. A positive spin and a loveable character are standard for defusing blame and shifting attention. But it seems to focus a bit too much on presentation and too little on outcome. How did the advertisement team picture this play out? An executive wondering which bank could best suit his new takeover and bam his mind flies to HSBC because of an ad which seemed more suited as a storyline for one of his kids’ tv-shows?

Andrea Newman, global head of advertising and marketing communications, HSBC, said the purpose of HSBC’s “In the future” campaign aims to: “bring a sense of warmth, simplicity and optimism to inspire growth.”

The choice of music is terrible and kind of creepy though.

HSBC Photograph: Getty Images
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How to explain Brexit to your kids

It’s not hard. The Brexiteers’ tantrums are a parody of how children behave.

My parents never sat me down for “the politics talk”. I suspect they were too embarrassed. Like many children of my generation, I was left to develop my own ideas about what adults did in private.

We didn’t have the internet and our arms were too short to open most newspapers (scientists were still working on the tabloid-broadsheet hybrid). Hence we picked up news randomly, either by overhearing snippets on the radio while buying sweets in the newsagent’s or by accidentally watching the start of the six o’clock news following the end of Charles In Charge.

By the time I was nine, the same age my eldest child is now, I had unrealistic expectations of politicians and the democratic process. Due to the fact that I had no idea what anyone was talking about, I assumed everyone in the House of Commons was having serious, informed thoughts about the most important issues of the day.

I now know that the real reason I couldn’t understand what anyone was saying was because what had sounded like “roargh roargh [insult] <braying laughter>” really had been “roargh roargh [insult] <braying laughter>” all along. I’d assumed it was a language I had yet to learn, one of the more specialised dialects of Adult-ese. I’d already wasted one vote by the time I realised that Prime Minister’s Questions was basically Jeremy Kyle with posher accents and minus the lie detector tests.

I don’t want my children to make the same mistakes as me. Thankfully, it turns out Brexit Britain is the ideal place to teach your kids how politics really works. Never has there been a time when those stalking the corridors of power were more in tune with the average tantruming toddler. There’s no point in rational argument; you just have to hope that those in power burn themselves out before too much damage is done.

This particular tantrum has of course been building for some time. The dominant rhetoric of the Leave campaign – like that of the Tory party itself – always offered a spoilt child’s view of the world, one in which you are the centre of the universe, depending on no one else for your survival.

When others point out that this isn’t the case – that perhaps you wouldn’t have a home and food on the table if it wasn’t for Mummy or Daddy, or perhaps the UK would not have a strong economy were it not a member of the EU – you simply tell them they’re being mean. You’ll show them! They’re not the boss of you! So you pack your bags and leave.

If you are six, you might get to the corner of your road, realise with disappointment that no one is following you and turn back, hoping no one noticed you were gone. If you are the UK, you hang around for a while, maybe hiding in some bushes, thinking “any minute now they’ll come looking for me.”

But they don’t, so eventually you think “sod ‘em, I’ll go to my mates’. Unfortunately, you cannot get there without Mummy to drive you. This is a problem. But at least you can tell yourself that you were doubly right to leave, since everything that is happening now is Mummy’s fault.

Never in British politics has the panicked outrage of those who know they are making a terrible mistake been so palpable. It reminds me of the time when I was teaching my eldest son to drink from a beaker. He kept spilling small amounts, which caused him so much distress he’d end up pouring the rest of the juice onto the carpet to make it look deliberate. Whenever I tried to stop him, I’d only make him more panicked, thus even more likely to get juice everywhere.

I have since asked him if he remembers why he did this. He says he does not, but I have told him this is what the British government is doing with Brexit. The referendum was the initial spillage; we now have to sit and watch, biting our tongues, in the hope that the “well, anyhow, I totally meant to do that!” response can be averted.

There is little chance of that, though. When my middle son told his older brother he could fly, he quickly backed down on being asked to demonstrate this by jumping from an upstairs window. Liam Fox would have thrown himself headlong, then blamed Project Fear for his broken neck. Or rather, he’d have thrown someone else – one of the millions of people whose lives really will be ruined by Brexit – then tried to argue that the exceptionally bendy necks of UK citizens could be used as one of the “main cards” in negotiations.

The behaviour is beyond childlike; it is a parody of how children behave. When I asked one of my sons to clean his teeth this morning, he called me a “poo head” and said his teeth wouldn’t get decay. He still brushed them, though.

He did not conclude I was some sinister sore loser out to trick him because his teeth are young and white and mine are old and stained. He still has some basic sense that people who ask you to do things you don’t want to do might yet have your best interests at heart, regardless of who is right or wrong. He did not call me a sneering member of the elite trying to override the will of all toothpaste-rejecting British children (to be fair, I think “poo head” may have been meant to capture that, but at least he only called me it once).

Then again, the teeth in my son’s head are his alone. The consequences of neglect would be his to endure. Those stage-managing the Brexit tantrum are insulated from its most devastating consequences. Thus they can hurl insults, stick their fingers in their ears and take more than a little pleasure in the sheer recklessness of it all. It is not just an extended childhood; it is childhood without having to come to terms with the consequences of your own behaviour, because others will suffer them for you.

I want my own children to understand that what they see now is not what politics should be. That there is not some deep, meaningful logic underpinning what the adults in charge are doing. What looks like bitterness, point-scoring and sheer lack of self-control is, more often than not, just that. We have indulged these people too long. Let’s raise a generation with higher expectations of those who will claim to speak on their behalf.

Glosswitch is a feminist mother of three who works in publishing.