BNP Ads Compare Banks To Insects

'What do you want, a banker or a locust ?' is the tag on one of the series of ads that will appear in newspapers and magazines from June 11th.

The ads, which will run in the US, Europe and Asia until the end of June, are designed to promote the concept of relationship banking and attempts to distance the bank from rivals who may only be after making a quick kill.

Another ad runs: 'We are here today and we will be here tomorrow.' The ad features a picture of a mayfly, an insect with a very short life.

BNP Paribas is thought to be spending around $4.7m on the campaign.