Has Brexit Made British Advertising Nationalistic?

Since the Brexit referendum decision in 2016, advertising has been dragged into a culture war about which brands are British Brands and about the UK's place in the World, not just in Europe. The most notable example has been the campaign for HSBC starring Richard Ayoade. At first, it seemed unclear whether the campaign was celebrating or bemoaning Brexit, but as it increasingly focuses on Global Britain, the answer is clear. Given the brand is the Hong Kong and Shanghai Banking Corporation, that is hardly surprising.

In stark contrast to HSBC, few brands are more resolutely British than Vauxhall. The German's have their Opels. The Australians have their Holdens. The Americans have their Buicks, Cadillacs and Chevys. But if you want a Vauxhall, you can only buy one in Britain.