adam&eveDDB Launches Next Chapter Of Iconic Lloyds Bank Campaign

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.


Client: Lloyds Bank

Brand: Lloyds Bank

Project/Campaign name: Drumbeat

Clients: Richard Warren, Daniel Stewart, Victoria Handley, Olivia Clarke, Georgia Perriss, Emily Morrey, Aamir Suleman

Group Executive Creative Director: Ben Tollett

Chief Creative Officer: Richard Brim

Executive Creative Director/s:

Creative Director/s: James Gillham & Graham Cappi

Copywriter: Graham Cappi

Art director: James Gillham

Agency producer/s: Petrina Kilby, Nicola Applegate, Charlotte Ellison, Ben Sharpe

Planner/s: Charlie Snow, Ben Worden, James MacAskill

CEO: Tammy Einav

Managing Partner: Charlotte Wolfenden

Business Director/s: Fraser Thomson

Account Management: Sophie Kelting, Jake Gidley, Alice Shedden, Florence Campbell

Designer/Typographer: KING HENRY

Media agency: Zenith

CEO: Natalie Cummins

Head of Specialist Capabilities: Richard Clay

Media Planning Director: Georgina Lindley

Media Planning Manager: Anna Mere

Media Planning Director: Simon Hunter

Production company:  Pulse Films

Executive Producer:  James Sorton

Producer:  Chris Harrison

Director: Sam Pilling


D.O.P: Franz Lustig

Editing Company: TenThree

Editor: Ellie Johnson

Post Production: Selected Works

Post Producer: Alex Fitzgerald + Katie Sharpe

VFX Supervisor/ECD: Wes (Jonathan Westley)

Telecine Producer:  Tamara Mennell, Black Kite Studios

Colourist: Tom Mangham, Black Kite Studios

Music Supervisor: Siren – Josh Gibbard

Audio Post Production: Sam Ashwell @ 750MPH 

Soundtrack name and composer: Giant by Graham/Harris/Hartman/Miller. Arrangement by Troy Miller.

Source: adam&eveDDB

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