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.