Lloyds Bank’s iconic black horse is returning to feature in an anniversary campaign.
The campaign, which celebrates the bank’s 250th anniversary, is titled “horse story”.
Made by creative communications agency adam&eveDDB, the 90- and 60-second films picture scenes of how horses have been used in everyday life from 1765 to today.
Starting in the 18th century with a foal being born, the advert moves to a black horse ploughing a field and then to a team of horses pulling a fire engine.
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The film then moves to the First World War before a clip that re-enacts the last horse-drawn Royal National Lifeboat Institution lifeboat being pulled in from the sea, which was filmed in Wells.
The short film then moves to a scene involving two black horses drawing a carriage at an 80s wedding and the final clip features a black horse being cantered through a forest by British para showjumper Susi Rogers Hartley.
The idea is that in each of the scenes, the horses put people first.
Mat Goff, managing director at adam&eveDDB said: “The black horse is one of the most enduring icons on the British high street.
“It represents the endurance, service and partnership that Lloyds has always provided its customers and is the perfect creative device for marking Lloyds’ 250th anniversary.”
The soundtrack features the song “Wings” by British singer-songwriter Birdy and the catchline of the advert is “by your side for 250 years”.
Catherine Kehoe, managing director group brands and marketing at the bank said they wanted to acknowledge their 250th anniversary with a campaign that dramatises the role the bank has played in customers’ and communities’ lives through the years.
She added: “Our iconic symbol — the black horse — is the vehicle used to demonstrate quiet determination and trust, by your side through good times and bad.”
The film was directed by Sam Brown through Rogue Films and Ben Tollett, executive creative director at Adam & Eve, led the creative work.
The campaign, which includes press, outdoor, digital and in-branch advertising, was launched today (Monday 29 June).
It is 10 years since black horses were last featured in Lloyds Bank campaigns.
