Lloyds Banking Group: By Your Side by Adam&EveDDB

Date: Sep 2020

A new campaign for Lloyds Bank, created by adam&eveDDB, reminds us that it continues to be by the side of people and businesses, as it has done for over 250 years.

The TV ad was shot in Britain over the summer and is a celebration of the people and businesses of the UK that are always moving forward. The ad broke on 19 September during Britain’s Got Talent. It is accompanied by OOH, social and digital campaign material to round out the messaging across media.

The opening shots show fishermen on their boats in an atmospheric morning light as the iconic Lloyds Bank black horse looks on as a reassuring symbol. The following scenes show the horse galloping alongside a steam train to the delight of a little girl and passing a group of cold water swimmers as they dive into a lake surrounded by lush green countryside.

The overall sense of movement reflects the constant energy of all different kinds of individuals, while the black horse keeps up with them to represent comfort and support. The closing line clarifies the visual message: “By the side of a nation that never stands still. Lloyds Bank, by your side”.

Credits

Client: Lloyds Banking Group

Brand: Lloyds Bank

Project/Campaign name: Forever Forward

First Air Date: 19th September

Client: Catherine Kehoe – Chief Customer Officer / Richard Warren – Director, Marketing Communications / Vicky Handley – Senior Marketing Manager / Leigh Dost – Marketing Manager / Bianca Wuta-Ofei – Assistant Marketing Manager

Group Executive Creative Director: Ben Tollett

Chief Creative Officer: Richard Brim

Executive Creative Director/s:

Creative Director/s: James Gillham / Graham Cappi

Copywriter: Graham Cappi

Art director: James Gillham

Agency producer/s: Ben Sharpe / Petrina Kilby / Jaki-Jo Hannan / Clio McLeary

Planner/s: Ben Worden / James MacAskill

Joint CEO: Tammy Einav

Managing Partner: Charlotte Wolfenden

Business Director/s:

Account Director/s: Betsy Bluer