HSBC: “Lions Idents” [00:10]# Five of twenty short spots from JWT London presenting HSBC as the main sponsor of the Rugby Lions tour. The five- to ten-second commercials were shot in South Africa, the country hosting the tour, and feature major rugby stars such as Brian O’Driscoll, Gareth Edwards, Jason Robinson, or Gavin Hastings. In the commercials, the sportsmen attempt to coach wild animals, explaining to them the essentials of rugby.