TSB has revealed a new multi-platform campaign, 'Partnership and Plusness', in a bid to highlight how it has instilled a collaborative ethos throughout its branches.
Centring around an animated TV spot, which was made by AKA, the ad shows a mother and her children playing on a carousel in the playground. Unable to move the spinning wheel because she's holding a baby, the mum gets help from a peer. The spot ends on the strapline 'TSB partners are here to help you not just sell you stuff'.
The film looks to promote the company's Classic Plus account.
Explaining why it refers to staff as partners, the clip claims the independent bank "was built to help ordinary local people right across Britain to thrive” and says it rewards its staff "when they do as much as they can to actively help people".
The 40-second spot aims to showcase the bank's commitment to 'Plusness' the word the brand uses to describe the end result of a fruitful partnership.
Nigel Gilbert, chief marketing and communications officer at TSB, which spun off from Lloyds in 2013 said the brand's 'partnership' positioning was working.
"We’re seeing a record number of customers are willing to recommend TSB to friends and family, and people continue to vote with their feet with more than 1,000 new customers a day flocking to TSB last year," he said.
The bank's agency of record Joint came up with the campaign concept, while Manning Gottlieb OMD handled media buying.