DMB&B launches a major brand-building campaign for Lloyds TSB next
week - the bank’s first major advertising since the merger between
Lloyds and TSB took place last year.
The blockbuster 60-second commercial, which breaks next week, also
underlines Lloyds TSB’s sponsorship of the Five Nations rugby tournament
and the 1999 Rugby World Cup. It uses rugby imagery to demonstrate the
power of teamwork and is set to an instrumental version of the Rugby
World Cup theme, World in Union.
Set in rural locations, the commercial - which will also be shown as two
40-second cut-downs - shows a father and son teaming up to retrieve a
kite from the branches of a tree, a pack of men propelling a caravan out
of mud, and a group of villagers working together to minimise the
effects of a flood.
Lloyds TSB retained two of its roster agencies, DMB&B and Saatchi &
Saatchi, after holding a six month-long pitch for the pounds 16 million
account last year. A third agency, Lowe Howard-Spink, ended its 15-year
relationship with Lloyds by withdrawing from the pitch in August.
Barry Cook, the managing director of DMB&B, explained: ’The campaign
works on different levels. The 60- and 40-second films give the brand
real stature, while the product-specific television and national press
ads support the message that customers of both banks now have a better
The national press campaign explains in more detail what additional
products and services are available. National and regional colour press
ads will also run around the weekends of the Five Nations rugby games.
Media planning and buying is through CIA Medianetwork, although the
exact budget for this burst is being kept under wraps.
The TV and press campaign was written by Steve Meredith and art directed
by Ray Brennan. The commercial was directed by Kevin Molony through
Cook added: ’The campaign leaves customers feeling emotionally closer to
the brands, while also providing hard facts to back this feeling up.’