The U.K.'s Lloyds Bank has been using its black horse logo for several years now in sweeping, epic ads by Adam&Eve/DDB featuring powerful ballads, designed to woo back customers disillusioned by banks after the financial crisis.
The latest effort is another cinematic spot (by director Marcus Soderlund at Academy) set to the emotive strains of "Look After You" by Aron Wright, and this time the theme is all about generations helping each other. In the ad, the iconic horse and a young foal embark on an epic journey together. Although the older horse is apparently looking after the foal, when they reach a frozen river, it's the little one who leads the way to rejoin their herd.
According to Catherine Kehoe, managing director for group brands & marketing at Lloyds Banking Group:, the new spot "shows the importance of relationships between generations, and that we will always be by their side whatever challenges may arise.”
With the U.K. awash with millennials who need to rely on the bank of Mom and Dad in order to purchase property, it's a pertinent message.