HSBC Lumberjack Protest

HSBC, the “World’s Local Bank”, continues the two sides to everything concept in Lumberjack, a TV advert in which police, environmentalists, bears and lumberjacks each see the same piece of forest. “We recognise how people value things differently. So what we learn from one customer helps us better serve another.”

Protesters and Police in HSBC TV ad

A police convoy drives into a forest, watched carefully by a range of adults and children. It soon becomes clear what’s going on. The civilians have staged a protest among the trees, protesting against the impending milling of the forest. The clip gets personal when one of the lumberjacks passes a woman who asks, “How could you?”. Down at the police station it’s the lumberjack who comes to collect the woman. Both wearing helmets, they leave for home on their motorbike.

Click on the image below to play the video.


The Lumberjack commercial was developed at JWT London by creative director Axel Chaldecott, art directors Michael Ashley and Dinesh Kapoor and agency producer Dean Baker.

Filming was shot by Vince Squibb via Gorgeous Enterprises with director of photography Alwin Kuchler, producer Spencer Dodd, and production designer Chris Oddy. Local production services in Canada were provided by Treehouse North.

Editor was Paul Watts at The Quarry. Post production was done at The Mill, London, by colorist Paul Harrison, and Flame artist Jay Bandlish.

Sound was designed by Munzie at Grand Central.

Music by Joanna Newsom

Music is “Clam, Crab, Cockle, Cowrie”, the final track from Joanna Newsom’s 2004 album, The Milk Eyed Mender.

That means no
Where I come from
I am cold
Out waiting for the day to come
I chew my lips
And I scratch my nose
Feels so good to be a rose

Oh don’t, don’t you life me up
Like I’m that shy
No no no no no
Just five it up
There are bats all dissolving in a row
Into the wishy-washy dark that can’t let go
I cannot let go
So I thank the Lord
And I thank his sword
‘Tho it be mincing up the morning, slightly bored

Oh, oh morning without warning like a hole
And I watch you go

There are some mornings when the sky looks like a road
There are some dragons who were built to have and hold
And some machines are dropped from great heights lovingly
And some great bellies ache with many bumblebees
And they sting so terribly

I do as I please
Now I’m on my knees
Your skin is something that I stir into my tea
And I am watching you
And you are starry, starry, starry
And I’m tumbling down
And I check a frown
It’s why I love this town
Well, just look around
Just see me serenaded hourly !
And celebrated sourly :
Dedicated dourly
Waltzing with the open sea
Clam, crap, cockle, cowrie
Oh will you just look at me