Saatchis blockbuster for Lloyds TSB merger

By KAREN YATES, campaignlive.co.uk, Friday, 25 June 1999 12:00AM

Zenith Media has booked an ’advertising roadblock’ which should ensure that 19 million people simultaneously see a 90-second blockbuster commercial created to mark the launch of the newly merged Lloyds TSB.

Zenith Media has booked an ’advertising roadblock’ which should

ensure that 19 million people simultaneously see a 90-second blockbuster

commercial created to mark the launch of the newly merged Lloyds

TSB.



The merger has spawned the largest rebranding programme ever seen in

financial services, covering 2,400 branches, and involving the

introduction of new fascias, ATMs, signage and uniforms as well as

advertising.



Flagged by ten-second teasers airing this week, the 90-second commercial

will screen at 7.45pm next Monday on all commercial TV stations.



The strategy is centred around a spot in the centre break of ITV’s

Coronation Street.



Created by Saatchi & Saatchi, the campaign aims to highlight how the

newly merged financial group can help ordinary customers live their

lives.



The 90-second version shows ten different slices of life - five from a

campaign run earlier this year and five new vignettes. All are set, as

in the earlier campaign, to the Corrs’ hit, What Can I do?



The launch commercial will be followed by the main body of the campaign,

which will feature only the five new TV vignettes, as well as ads in

print and on the radio.



The art director, Dennis Willison, and the copywriter, Kes Gray, created

the commercials, which were directed by Jo Public through Partizan.

Animation sequences in between the live action scenes were created by

Nativ.



The public unveiling of Lloyds’ merger with TSB this week is the

culmination of a two-year project to marry the two financial

institutions.



Ford Ennals, Lloyds TSB’s director of group marketing, said: ’This is a

unique moment for the Lloyds TSB group. The launch of a new brand, the

opening of all our newly rebranded branches for our 15 million

customers, as well as the launch of newly rebranded products and

services.’



This article was first published on campaignlive.co.uk

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