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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Meet Anne Marie Waters - the Ukip politician too extreme for Nigel Farage

In January 2016, Waters launched Pegida UK with former EDL frontman Steven Yaxley-Lennon (aka Tommy Robinson). 

There are few people in British political life who can be attacked from the left by Nigel Farage. Yet that is where Anne Marie Waters has found herself. And by the end of September she could well be the new leader of Ukip, a party almost synonymous with its beer-swilling, chain-smoking former leader.

Waters’s political journey is a curious one. She started out on the political left, but like Oswald Mosley before her, has since veered dramatically to the right. That, however, is where the similarities end. Waters is Irish, agnostic, a lesbian and a self-proclaimed feminist.

But it is her politics – rather than who she is – that have caused a stir among Ukip’s old guard. Former leader Paul Nuttall has said that her views make him “uncomfortable” while Farage has claimed Ukip is “finished” if, under her leadership, it becomes an anti-Islam party.

In her rhetoric, Waters echoes groups such as the English Defence League (EDL) and Britain First. She has called Islam “evil” and her leadership manifesto claims that the religion has turned Britain into a “fearful and censorious society”. Waters wants the banning of the burqa, the closure of all sharia councils and a temporary freeze on all immigration.

She started life in Dublin before moving to Germany in her teens to work as an au pair. Waters also lived in the Netherlands before returning to Britain to study journalism at Nottingham Trent University, graduating in 2003. She subsequently gained a second degree in law. It was then, she says, that she first learnt about Islam, which she claims treats women “like absolute dirt”. Now 39, Waters is a full-time campaigner who lives in Essex with her two dogs and her partner who is an accountant.

Waters’s first spell of serious activism was with the campaign group One Law for All, a secularist organisation fronted by the Iranian feminist and human rights activist Maryam Namazie. Waters resigned in November 2013 after four years with the organisation. According to Namazie, Waters left due to political disagreements over whether the group should collaborate with members of far-right groups.

In April 2014, Waters founded Sharia Watch UK and, in January 2016, she launched Pegida UK with former EDL frontman Steven Yaxley-Lennon (aka Tommy Robinson). The group was established as a British chapter of the German-based organisation and was set up to counter what it called the “Islamisation of our countries”. By the summer of 2016, it had petered out.

Waters twice stood unsuccessfully to become a Labour parliamentary candidate. Today, she says she could not back Labour due to its “betrayal of women” and “betrayal of the country” over Islam. After joining Ukip in 2014, she first ran for political office in the Lambeth council election, where she finished in ninth place. At the 2015 general election, Waters stood as the party’s candidate in Lewisham East, finishing third with 9.1 per cent of the vote. She was chosen to stand again in the 2016 London Assembly elections but was deselected after her role in Pegida UK became public. Waters was also prevented from standing in Lewisham East at the 2017 general election after Ukip’s then-leader Nuttall publicly intervened.

The current favourite of the 11 candidates standing to succeed Nuttall is deputy leader Peter Whittle, with Waters in second. Some had hoped the party’s top brass would ban her from standing but last week its national executive approved her campaign.

Due to an expected low turnout, the leadership contest is unpredictable. Last November, Nuttall was elected with just 9,622 votes. More than 1,000 new members reportedly joined Ukip in a two-week period earlier this year, prompting fears of far-right entryism.

Mike Hookem MEP has resigned as Ukip’s deputy whip over Waters’ candidacy, saying he would not “turn a blind eye” to extremism. By contrast, chief whip, MEP Stuart Agnew, is a supporter and has likened her to Joan of Arc. Waters is also working closely on her campaign with Jack Buckby, a former BNP activist and one of the few candidates to run against Labour in the by-election for Jo Cox’s former seat of Batley and Spen. Robinson is another backer.

Peculiarly for someone running to be the leader of a party, Waters does not appear to relish public attention. “I’m not a limelight person,” she recently told the Times. “I don’t like being phoned all the time.”

The journalist Jamie Bartlett, who was invited to the initial launch of Pegida UK in Luton in 2015, said of Waters: “She failed to remember the date of the demo. Her head lolled, her words were slurred, and she appeared to almost fall asleep while Tommy [Robinson] was speaking. After 10 minutes it all ground to an uneasy halt.”

In an age when authenticity is everything, it would be a mistake to underestimate yet another unconventional politician. But perhaps British Muslims shouldn’t panic about Anne Marie Waters just yet.

James Bloodworth is editor of Left Foot Forward

This article first appeared in the 17 August 2017 issue of the New Statesman, Trump goes nuclear