The 250-year-old brand is being relaunched as a result of the sale of TSB by parent Lloyds Banking Group.
The bank has taken the decision to drop its long-serving 'For The Journey' animated ad campaign, first introduced in 2007, in favour of a new positioning which it claims better reflects the pressures of modern life.
An ad campaign using the strapline, "The moments that matter", rolled out yesterday, led by a humorous TV ad based on the story of a 31-year-old man living with his parents who took out a mortgage with Lloyds.
In print, the brand signed a deal with The Sunday Times, with ads featured on a one-off front page "background" and throughout the newspaper, and a cover wrap appeared on this morning’s Daily Telegraph.
A deal with Channel 4 will also feature some of the broadcaster’s talent, including Clare Balding, Mary Portas, Nick Hewer and Ade Adepitan, appearing in a series of 45-second clips discussing landmarks such as moving into their first home.
The ad campaign was created by RKCR/Y&R, with media planning and buying by MEC. Direct marketing activity has been created by Proximity, while Lloyds' new branding was devised by Rufus Leonard.
Catherine Kehoe, managing director, brands and marketing, at Lloyds Banking Group said: "Throughout its 250 year history, Lloyds Bank has long been a brand to be proud of, and today we are building on and revitalising that brand.
"This is our chance to offer customers something different by focusing on the moments that really matter in life, whether that is helping our customers buy a first home or helping grow their business. We can do this because we have worked hard to ensure our revitalisation will focus on the needs of people and businesses of
It follows the relaunch of TSB two week ago after an 18-year absence from the high-street, having merged with Lloyds in 1995. A total of £30m has been spent advertising the rebranding of both Lloyds and TSB.