Black horse returns for Lloyds Bank's first inter-generational story

Generations can learn from each other, as the horse and its foal demonstrate.

The black horse saga continues in Lloyds Bank’s new campaign about the importance of relationships between generations. 

The ad, by Adam & Eve/DDB, sees the bank’s familiar horse mascot look after a foal during an epic journey through Britain’s wild terrain. But when the pair reach an ice lake, the foal steps up and shows the way, demonstrating that generations can learn from each other.

Set to Look After You by Aron Wright, the film ends with the two horses reuniting with the rest of the herd and running together through the hills.  

It continues Lloyds Bank’s "By your side" strapline, which came under contention last year after law firm Keystone Law, which was representing fraud victims including TV celebrity Noel Edmunds, argued that it was misleading. 

The work was written by Graham Cappi, art directed by James Gillham and directed by Marcus Söderlund through Academy. MediaCom is the media agency.

Catherine Kehoe, managing director for group brands and marketing at Lloyds Banking Group, said: "This is the latest chapter in the Lloyds Bank ‘By your side’ campaign. The new ad shows the importance of relationships between generations and that we will always be by their side, whatever challenges may arise."

Adam & Eve/DDB used real horses, tamed by a team of wranglers, to film the ad. Untold Studios created the visual effects.

Mat Goff, co-chief executive of Adam & Eve/DDB, added: "‘By your side’ is a campaign that has consistently allowed us to demonstrate Lloyds Bank’s commitment to supporting customers of every kind in modern Britain. At a time where different generations need each other more than ever, this next chapter is a powerful and emotive illustration of Lloyds Bank’s commitment to be by the side of them all."

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