HSBC bank is buying all the ads in the current issue of New York magazine as part of its "Different Values"campaign.
It is the first time that one advertiser has spent for a "run-of-book" series of ads in the magazine. In all, the bank has purchased 17 ads in the magazine.
The price of the ad purchase in the Oct. 27 edition was not disclosed.
The ads, created by JWT, feature a single image repeated three times. A different word is printed over each photo connoting different interpretations.
"People's reaction to the campaign is a bit of a values Rorschach test. It encapsulates our global outlook that acknowledges and respects that people value things in very different ways," said Tracy Britton, head of marketing for HSBC Bank, USA, in a release.