Lloyds Bank "florist" by Rainey Kelly Campbell Roalfe/Y&R

Lloyds Bank's new B2B campaign celebrates small business owners with online films showing them getting their moment in the limelight.

Rainey Kelly Campbell Roalfe/Y&R created the video-on-demand ads, the first of which features a florist. The spot opens on a celebrity being hounded by paparazzi as she leaves a shop and the florist trails behind her carrying flowers. The focus then shifts to the florist who, by the end of the ad, is getting a photoshoot of her own. Two more films, about an electrician and a courier, will run later, alongside a radio ad voiced by Nick Hewer, the Countdown presenter.