DMB&B creates team tactics for Lloyds TSB

DMB&B launches a major brand-building campaign for Lloyds TSB next

week - the bank’s first major advertising since the merger between

Lloyds and TSB took place last year.

The blockbuster 60-second commercial, which breaks next week, also

underlines Lloyds TSB’s sponsorship of the Five Nations rugby tournament

and the 1999 Rugby World Cup. It uses rugby imagery to demonstrate the

power of teamwork and is set to an instrumental version of the Rugby

World Cup theme, World in Union.

Set in rural locations, the commercial - which will also be shown as two

40-second cut-downs - shows a father and son teaming up to retrieve a

kite from the branches of a tree, a pack of men propelling a caravan out

of mud, and a group of villagers working together to minimise the

effects of a flood.

Lloyds TSB retained two of its roster agencies, DMB&B and Saatchi &

Saatchi, after holding a six month-long pitch for the pounds 16 million

account last year. A third agency, Lowe Howard-Spink, ended its 15-year

relationship with Lloyds by withdrawing from the pitch in August.

Barry Cook, the managing director of DMB&B, explained: ’The campaign

works on different levels. The 60- and 40-second films give the brand

real stature, while the product-specific television and national press

ads support the message that customers of both banks now have a better

deal.’

The national press campaign explains in more detail what additional

products and services are available. National and regional colour press

ads will also run around the weekends of the Five Nations rugby games.

Media planning and buying is through CIA Medianetwork, although the

exact budget for this burst is being kept under wraps.

The TV and press campaign was written by Steve Meredith and art directed

by Ray Brennan. The commercial was directed by Kevin Molony through

Stark Films.

Cook added: ’The campaign leaves customers feeling emotionally closer to

the brands, while also providing hard facts to back this feeling up.’

This article was first published on Campaign