Following the 2008 banking crisis, banks are still finding it hard to win back trust in the U.K.. With this latest spot, Lloyds Bank is working harder than ever to do so with a beautifullly shot, emotive spot from Adam & Eve/DDB.
Directed by Sam Brown of Rogue, the TV spot creates a backstory for the brand's well-known logo of a black horse, with black horses featuring in scenes through the ages, from a tiny black foal through to horses that carried soldiers in the First World War, the last horse-drawn lifeboat, a horse drawn carriage at an 80s wedding and Paralympian show jumper Susi Rogers riding through a forest. A stirring soundtrack ("Wings" by Birdy) is perfectly chosen to accompany the epic-style imagery. The tagline is "By your side for 250 years."
Earlier this month, Lloyds briefed Adam & Eve to create this spot for its 250th anniversary, and subsequently invited it to pitch head to head for its whole business with incumbent, RKCR/Y&R.
In a statement, Catherine Kehoe, managing director group brands and marketing at Lloyds Bank, said: "We wanted to acknowledge our 250th anniversary with a campaign that dramatises the role Lloyds Bank has played in its customers' and communities' lives through the years, our iconic symbol -- the black horse is the vehicle used to demonstrate quiet determination and trust, by your side through good times and bad."