Today, the new ad from Lloyds Bank launches, continuing their partnership with Mental Health UK, supporting customers no matter what’s on their mind.
Lloyds Bank began working with Mental Health UK in 2017. In a new campaign both brands offer their support to customers who have been affected by the Covid-19 crisis. TV, radio and social assets demonstrate a shared commitment to be 'by the side' of customers. Lloyds Bank supports people and businesses the length and breadth of Britain, from every generation. Due to Covid-19, many of them have got a lot on their mind at the moment.
The new campaign shows them that Lloyds is by their side, providing support and advice through its alliance with Mental Health UK which has gone from strength to strength over the last three years. Building on the mental health awareness campaign that won Channel 4’s £1m ‘Diversity in Advertising' competition in 2018, this new work, also by ad agency adam&eveDDB, features customers playing a variation on the ‘Who am I?’ sticky-note guessing game, as a way to explore the concerns that customers face during the crisis. "Does it make me feel like I could lose everything?" asks a small business owner with a sticker saying 'stress'. "Does this affect our plans for the future?" wonders a pregnant woman whose sticker says ‘isolation.’ "Does this make me feel like it’s all my fault?" ponders a woman with ‘guilt’ stuck to her forehead.
Some customers will be experiencing extreme stress and anxiety because of what has happened over the last seven weeks, with many people finding themselves either out of work, or having to get by on a reduced income. Even those whose circumstances haven’t been dramatically affected are probably thinking about the long-term implications of lockdown and the changes that we’re all having to make because of Coronavirus.
The ad was helmed - under current lockdown restrictions - by acclaimed director Max Fisher
. Fisher also directed the original campaign, created in partnership with Mental Health UK, which featured celebrities including Professor Green, Jeremy Paxman, Rachel Riley and Alex Brooker, as well as members of the public, all exposing their own frailties as a way to start a national conversation on mental health.
- Max Fisher