Creative in association withGear Seven
TSB's Pride of Scotland Spot Celebrates the Hero in All of Us
Advertising Agency
London, UK
McCann London campaign champions inspirational partners ahead of the Daily Record awards

The LGBTQ+ ally. The mental health campaigner. The person who changes their community for the better. These are the heroes that walk amongst us every day. And, because they don’t usually go around wearing spandex, the Daily Record Pride of Scotland Awards lift them into the spotlight with their televised, red-carpet extravaganza. 

TSB’s sponsorship idents celebrate the inspirational partners from across the business in a tongue-in-cheek, playful way. These are shot as super slo-mo filmic portraits, showing the staff members in heroic poses with their hair billowing in the wind, before revealing that they’re doing everyday things like watering their plants or sitting too close to the desk fan. 

The TSB stars are Ali, Stephanie, Perry, Iwona, and Adam who have championed doing good both in and out of the business, from co-chairing the Ethnicity Network to running a Menopause support group and keeping wild flowers alive in their local community.  

The work was directed by Matt Carter and produced by Craft London. The creative was done by Georgia Horrocks and Holly Henderson, overseen by creative directors Richard Morgan and Christopher McKee and produced by Nathan Theys. 

Georgia Horrocks & Holly Henderson, creatives at McCann London, said, ‘When TSB came to us wanting to celebrate their Daily Record Pride of Scotland Awards and Britain Awards sponsorship it was the dream brief; a chance to shine the spotlight onto those who deserve it for once. The only challenge was that the TSB employees weren’t used to the spotlight as none of them are professional actors. But with a little cajoling – and lots of chocolate biscuits – they took to the wind and smoke machines like A listers. These idents were a joy to make and we only hope they bring out the hero in you, too. 

Keith Gulliver, brand and marketing lead, TSB said, ”We’re proud to celebrate our continued partnership with the Pride of Awards this year. Our internal superstars have really gone above and beyond at work and within their local communities over the last few years, so ‘celebrating the hero in all of us’ really was an idea that rang true for the partnership and our business. Our TSB employees performed brilliantly, dovetailing perfectly into the incredible achievements set to feature at this year’s Pride of Awards."

Agency / Creative