Hong Kong – Reviving its classic 1980s passbook advertisement, HSBC has rolled out a nostalgic TV commercial guiding customers toward an integrated account via the HSBC HK App.
Developed with creative agency Saatchi & Saatchi, social agency MSL, and media agency Omnicom Media Group, the campaign meticulously recreates the original ad’s iconic moments, tapping into shared memories cherished by Hongkongers.
The commercial bridges past and present, showing how the pride and satisfaction once associated with a physical passbook now carry over to mobile banking. While the original highlighted the joy of saving and family achievement during Hong Kong’s golden era, the remake evokes a sense of nostalgia while illustrating the evolution of banking services.
Production details reinforce the retro feel: soft lighting, vintage filters, a 4:3 frame, and the familiar voice-over all recreate the original atmosphere. Four everyday characters from the 1980s storyline return in carefully recreated outfits and settings, culminating in the ad’s most memorable scene—the glowing passbook—which transforms into a smartphone, symbolising HSBC’s modern banking offerings.
The commercial is airing on TVB and social platforms, with prominent placements across key MTR stations.
Cheuk Shum, head of marketing for Hong Kong at HSBC, said, “The iconic 1980s passbook TV commercial captured the joy of saving and the sense of achievement that resonated with Hong Kong families across generations. By recreating this classic, we’re intentionally tapping into that powerful, shared emotional heritage.”
He continued, “From the characters’ styling and scene setups to the 80s voice-over, the new advertisement fully immerses audiences in the charm of a bygone era. And just like the characters who turned their passbook into a smartphone, we hope our customers will embrace mobile banking with the same sense of fulfilment they once felt flipping through their passbook.”
Customers who migrate to an integrated account via the HSBC HK App can manage foreign exchange, time deposits, investments, and cards in one place, alongside exclusive loyalty programmes such as Well+, Forex Club, and Top Traders Club.
As part of the campaign, customers who consolidate their passbook accounts into an integrated account through the app by 31 May 2026 are also eligible for rewards, including a 999.9-pure gold passbook.
