Banks have for a long time tried to make us believe that they are at our service. I doubt it’s true.

The latest ad by BNP Paribas gives me the opportunity to illustrate my belief. The ad says “Entrepreneurs, your projects are our priority”.

First of all I doubt that a bank will lend money to a farmer for a big investment, knowing the thin margins farmers must work with and their repaying capacities. If you’re a BIG farmer things will look different; but for most farmers, repaying debts has been a major issue for years know which has led to farmers being one of the activity with the highest rate of suicides.

Second this ad appears at the wrong time. The E. Coli bacteria has massively impacted consumption of vegetables in Europe. Farmers may expect massive loss because sales have dropped and I can hardly imagine, in this context, a bank lending money to a farmer.

My take:

Wrong message and above all wrong timing. It’s already difficult to believe in banks’ tales. This ad by BNP is just impossible to believe.