TSB has swapped out David Schwimmer for a confident bakery owner in its latest campaign.
The ad shows the businesswoman as she saunters through her bakery, throwing gestures of encouragement left, right and centre to her awestruck staff. "When TSB has your back, your small business can feel like the business," a voiceover declares as the entrepreneur continues to smash through everyday tasks.
The TV ad launched on Monday (24 May) alongside radio, press and digital activity. It was created by Holly Henderson, Twyla Liden, Richard Holmes and Simon Lotze, and directed by Matt Carter through Craft. Media is handled by Smithfield.
Last December, Friends star David Schwimmer drove a VW camper van around the UK in an ad for TSB. The bank said he would return in future campaigns.