For anyone who hasn't actually looked into it or seen one of the televised ads, the purpose they state is that HSBC is an international bank able to help guide you through your deals while being aware of the cultural differences that can cause problems.
Tracy Britton [head of HSBC's U.S. marketing division] explained to me that HSBC caters to a sophisticated clientele, many of whom have interests overseas. The aim of this ad isn't, it turns out, to sell me a Choice Checking account—HSBC has other campaigns touting such products. "Lumberjack" is supposed to reinforce the bank's global experience to customers who own real estate in Belgium, say, or a small business with clients in Cambodia. The loggers and tree-huggers are metaphors, deployed to show that HSBC understands the diversity of viewpoints in the world—which in turn allows the bank to better serve customers in New York and Phnom Penh, alike.
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