RKCR employs black horses theme for its new Lloyds ad drive

Black horses galloping across a cityscape are set to front a national television campaign by Rainey Kelly Campbell Roalfe/Y&R to communicate Lloyds TSB's Platinum credit card transfer rate.

The 40-second spot is part of Lloyds' Business Banking campaign and will be supported by a 48-sheet poster campaign set to roll out across London and the South East.

The campaign focuses on the idea of "making the jump", summarised by the campaign's endline, and will use the iconic black horse to highlight the benefits of transferring bank balances. The ads will aim to entice customers by offering a balance transfer rate of 0 per cent for six months, and 13.9 per cent APR thereafter.

The execution shows a group of black stallions leaping across the gap between two buildings.

The campaign will launch during the ITV show William and Mary on 27 April.

Media planning and buying is through ZenithOptimedia.

The TV spot was written and art directed by Richard Denny and Dave Henderson, and directed by Rupert Sanders at Outsider. The posters were art directed by Mark London.

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