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Accusing any brand that releases a sentimental ad spanning decades of "doing a John Lewis" is getting a bit tired.

But it’s a helpful shorthand, so… HSBC has done a John Lewis. The spot, by Grey London, covers the ups and downs of a man and his company over 40 years. The novelty is that almost the entire film takes place in the company lift. The ad is part of HSBC’s "it’s never just business" campaign, which launched last year. It is running globally on TV and in-flight media. The work was written by Jamie Starbuck and Theo Bayani, art directed by Miguel Gonzalez and directed by Gary Freedman through The Glue Society.