The Power To Do It All

To mark the release of the new Link Pay feature in the refreshed Lloyds mobile banking app, Lloyds is expanding its biggest ever multichannel campaign - ‘The Power To Do It All’ - with a new advert that highlights the ease of requesting money from family and friends.
Created by adam&eveDDB, this features a new 60” spot that builds on the charm and surprise of the first burst of the campaign.
Based on the insight that British people tend to feel a bit awkward having conversations around money that they’re owed, “The Best Grandparents”, directed by Gary Freedman (who also directed the first spot in the campaign, Daddy Daughter) shows an extended family enjoying a holiday together, culminating in the Lloyds app delivering an unexpected twist.

The work is supported by additional creative across radio, digital and social media. This new launch belongs to the biggest multichannel campaign from Lloyds to date. “The Power To Do It All” launched on 5th October as part of a new drive to position Lloyds as an experience-led, digital first brand, helping empower customers to take financial steps forward.

It marks a significant brand strategy shift for Lloyds, which has moved on from its “By Your Side” positioning, to “Lloyds Moves Everyone Forward”. As part of this shift, the Lloyds app has been completely redesigned, bringing everything together into one place in order to seamlessly help customers, whatever their financial need, from brilliant everyday banking to pensions and investments.

The brand is also embracing a refreshed visual identity which will continue to be rolled out through this campaign.

“The Best Grandparents” advert premieres on 28th October across TV, VOD and cinema with the new integrated assets running alongside the existing campaign until mid-November. Media planning and buying was handled by Zenith.