adam&eveDDB has launched a new integrated campaign for Lloyds Bank, with the brand’s iconic black horse demonstrating Lloyds Bank’s continued commitment to be by the side of customers.

At the heart of the campaign is a 60” TV advert that shows horses running through familiar locations, moving with majesty and power while everyday life unfolds. The impact of the herd of horses is balanced with a final moment of intimacy between one horse and a young woman.

The action is set to an epic, stirring soundtrack, powered by a drumbeat to match the horses’ arrival – an original orchestral version of Rag ‘N’ Bone man’s ‘Giant’, recorded with London Symphony Orchestra. 

The horses bring with them the reassuring message that Lloyds Bank is 'Always by your side', demonstrating the enduring strength and stability of the bank, as the nation looks to continue its recovery from the pandemic.

adam&eveDDB’s campaign breaks on 19th February and will be seen on TV, OOH, DOOH, digital, social, cinema and VOD. The creative work will be live in multiple bursts throughout 2022.

Ben Tollett, group executive creative director at adam&eveDDB, said: “The ‘Drumbeat’ campaign is a fresh demonstration of how Lloyds Bank continues to support its customers, wherever they may be, and remains by their side, whatever life throws at them.”

Richard Warren, director of marketing communications at Lloyds Bank said: “Our new ‘Drumbeat’ advert brings our iconic black horse into the heart of daily life, demonstrating our timeless commitment to families, businesses, and communities across Britain.”.

Sam Pilling directed the film through Pulse Films, and the print was shot by Dean Rogers from Visual Artists.