Lloyds Bank has released a new advert, showing two generations of its iconic black horse embarking on an epic journey together.
The 60-second spot, dubbed “An Epic Journey” and aimed at illustrating how one generation can learn from the other, follows the iconic black horse and a foal as they travel across different types of terrains, from moorland to woodland, to icy lakes and mountain ranges, in order to get to the rest of the herd.
Serving as soundtrack is the 2017 single “Look After You” by Nashville-based singer-songwriter and music producer Aron Wright. The end of the film sees the line “For every generation” as well as the bank’s tagline, “By Your Side,” flashing across the screen.
The black horse is the recognized emblem of Lloyds, whose adverts are notable for showcasing real horses. From the late 1980s, the bank’s advertising campaign featured the Trakehner stallion Downlands Cancara, until he died, in 2006. Three new horses – Dante, Tarantino and Imperator – succeeded him until 2012, when a new stallion, a 17-year-old Trakehner from Holme Grove Farm, Beds, was chosen as the black horse for Lloyds TSB’s advertising campaign for the next three years.
Last year, a short film created by adam&eveDDB, the agency that made the popular “By Your Side” and “For Your Next Step” campaigns for Lloyds Bank, featured 20 black horses galloping through the dawn and dozens of people walking to the beach at dawn to see “the running of the horses”.
In another recent spot, released with the title “The M-word,” the bank encouraged people to start important money conversations with their loved ones.