A new brand advertising campaign entitled ‘For the journey…’which will encompass all of the Lloyds TSB Group businesses from retail banking to wholesale and international banking.
The campaign, created by RKCR/Y&R, builds on the success of ‘You First’ launched by the bank two years ago, and features stories of everyday journeys through customers’ lives.
From major life journeys such as marriage, stepping onto the first rung of the property ladder and starting a family, to smaller day-to-day journeys such as stretching the pennies until pay day and saving for a special occasion, the advertisements demonstrate how Lloyds TSB supports its customers, helping them to achieve their goals throughout their lives.
The first ‘For the journey….’ television advertisement aired on Sunday 4th February and introduces a radically different style featuring quirky, contemporary 3D animation by BAFTA award-winning animator / director Marc Craste.
The television advertisement follows the ‘Black Horse’, a high-tech green and blue liveried locomotive, which transports a young couple on their journey through life. The viewer travels with them from their first meeting on the train, to their marriage, the purchase and extension of their home and the birth of their daughter who, after school and university, continues her own journey, ultimately meeting another stranger on the train. The ad draws to a close as the now elderly couple settle into retirement. The closing sequence features the legendary Lloyds TSB Black Horse and the new endline: ‘Lloyds TSB, for the journey…’