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
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
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
Created by Saatchi & Saatchi, the campaign aims to highlight how the
newly merged financial group can help ordinary customers live their
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
The public unveiling of Lloyds’ merger with TSB this week is the
culmination of a two-year project to marry the two financial
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
This article was first published on campaignlive.co.uk
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