Lloyds’ human humour shines again in the next edition of adam&eveDDB’s The Power To Do it All. The new commercial highlights the ease of requesting money from family and friends with the new Link Pay feature.
The spot, The Best Grandparents, is built around the truth that British people tend to feel a bit awkward having conversations around money that they’re owed. Gary Freedman’s directing decisions create the gentle humour again of an extended family enjoying a holiday together, culminating in the Lloyds app delivering an unexpected twist. Freedman also directed the first edition in the campaign, Daddy Daughter.
The commercial is running across TV, VOD and cinema, supported by radio, digital and social media until mid-November. The full campaign, The Power To Do It All, launched on October 5 as part of a new drive to position Lloyds as an experience-led, digital first brand, helping empower customers to take financial steps forward.
It is a significant brand strategy shift for Lloyds, that has moved on from its By Your Side positioning, to Lloyds Moves Everyone Forward. As part of this shift, the Lloyds app has been completely redesigned, bringing everything together into one place in order to help customers whatever their financial need, from brilliant everyday banking to pensions and investments.
A refreshed visual identity will continue to be rolled out through this campaign.
Miranda Hipwell, chief executive officer at adam&eveDDB, stated, “We’ve all been there when it comes to settling up at the end of a group holiday – this chapter of the campaign shows how the Lloyds app can resolve awkward moments effortlessly. We’re really enjoying bringing this lighthearted, modern aspect of the Lloyds experience to life and there’s much more to come…”
Where the campaign began:
Credits
Client: Lloyds Bank
CMO: Suresh Balaji
Marketing Director: Dan Stewart
Marketing Lead: Vicky Handley
Marketing Manager: Drew Satchell
Assistant Marketing Manager: Paris Reardon
Communications Planner: Georgia Perris
Agency: adam&eveDDB
Chief Creative Officer: Richard Brim
Executive Creative Directors: Ant Nelson & Mike Sutherland
Creative Directors: Ted Heath & Paul Angus
Producer: Petrina Kilby
Assistant Producer: Holly Wormleighton
CEO: Miranda Hipwell
Managing Partner: Fraser Thomson
Account Directors: Tejen Shah & Henry Rycroft
Account Managers: Tatiana Milliken & Amber Anderson
CSO: Martin Beverley
Planning Partner: Hugh de Winton
Senior Planner: Jack Gilbert
Project Director: Andrea Kenyon
Designer: Martyn Goh
Media Agency: Zenith UK
Production Company: MJZ
Director: Gary Freedman
Executive Producer: Lucy Jones
Producer: Ray Leakey
DoP: Filip Marek
Art Director: John Ebden
Casting: Brendan McNamara @ Beach Casting
Editing: The Assembly Rooms
Editor: Eve Ashwell
Producer: Phoebe Armstrong Beaver
Online Post Production: Company 3 & The Framestore
Colourist: Jean Clement Soret
Flame Lead: Andrew Salter
Flame: Darran Nicholson/Luigi Russo
Nuke: Ihsan Cihan
Design: Rav Matharu & Jack Field
Post Producer: Sara Beckman
Executive Producer: Anna Macdonald
Music Supervision: Soundtree Music
Music Written & Composed by: Luis Almau
Music Arranged & Performed by: Luis Almau
Produced & Supervised by: Jay James
Audio Post Production: Sam Ashwell @ 750mph
Producer: Olivia Ray
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