We came across the ad – created for HSBC by Saatchi & Saatchi – earlier this week and were impressed.

Advertisers know that cycling is the new black and this ad works that concept perfectly.

hsbc cycling

HSBC’s Premier account is aimed at high earning individuals, typically men, and what aspiring forty-something wouldn’t spend a few seconds to watch this ad?

Part of this ad’s success is that cycling on a good looking bike in a beautiful slice of nature is visually appealing, but what makes this work so well is that it’s only after 22 seconds that there is any mention of the brand.

By then the viewer has been completely drawn in – is it an ad for Wiggle? Maybe a new type of bike?

If you’ve watched it to 22 seconds, you’re going to watch it to the end.  And there’s the payoff – it’s for a bank.

Great digital marketing.