David Reviews

 Biting the hand that feeds us since 2002.

Lloyds Bank
"For Your Next Step"
60s
11 March 2016
UK Banks

Having released their famous black horse from its stable last year with a gallop through history, Lloyds present another arresting film depicting life's noteworthy moments.

We see the beast stride through the background of various scenarios rendered in slow motion. The technique allows the emotional heft of a new born baby, a proposal in a busy street, and the last goodbye to a loved one to be skilfully amplified.

Just as palpable, though, is a girl holding on to her father's hand on her first day of school, and a tender first kiss - they're the beginnings of something new, something unfamiliar... and the advertised bank are with us for when life kicks back into normal speed.

A gentle cover of 'Mad World' by Tears for Fears is an interesting soundtrack choice, giving the ad an almost haunting atmosphere. Lloyds evidently wish to tap into the moments that seem to stop our world in its tracks, and director Sam Brown once again crafts something moving and impactful out of their rationale.

As the banking sector as a whole continues to hoist itself back on the saddle, as it were, the feeling of cautious optimism is cannily appropriate for this ad. Through the good and bad, we can only hope that the next move we make brings us positive tidings; Lloyds want us to treat them as a trusted companion on the way there.

Fairy Liquid
"Fair"

Mary said:

I can see exactly what it's doing, why it's doing it and why it would have the client honking and clapping like seals, so I don't blame the


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Lloyds Bank
"For Your Next Step"
60s
11 Mar 2016
Having released their famous black horse from its stable last year with a gallop through history, Lloyds present another arresting film depicting life's noteworthy moments. We see the beast stride through the background of various scenarios rendered in slow motion. The technique allows the emotional heft of a new born baby, a proposal in a busy street, and the last goodbye to a loved one to be skilfully amplified.

Lloyds Bank
"Apple Pay"
40s
2 Nov 2015
It's not often we say an ad is adorable... but this absolutely is. A delightful little girl, whose VO delivery is terrific, asks her mum what she wants for Christmas. Her mum isn't all that helpful, because she has everything she wants already, it turns out. But the little girl is not to be deterred, and when dad proves too easily stumped, she gets some help from the elf at the local toy shop.

Lloyds Bank
"Florist"
30s
29 Oct 2015
This new online communication from Lloyds Bank claims that the institution won't be distracted from supporting small businesses. It's a subtle admission that the bank's focus has been drawn away from customers towards other well-documented issues in recent times, but by way of a hard-working florist being given her moment in the spotlight, they are determined to fulfil their responsibilities as a supportive bank.

Lloyds Bank
"Horse Story"
90s
29 Jun 2015
Lloyds have returned to the black horse for a grand statement about how the bank has been by our side for 250 years in this moving film by Rogue's Sam Brown. It's an unashamedly emotional piece of work which aims to reconnect the bank with the customers who rely on it. The film cleverly ups the ante as it unfolds with each vignette having slightly more impact than the last.

Lloyds Bank
"Surprises"
30s
24 Feb 2015
A shoe-crazy young woman is delighted to discover that Lloyds like to surprise their current account customers with gifts from time to time. "It's on us!" they apparently said when she went to pay for her latest pair of heels. We're not quite sure how that works, but it seems they'll treat you to anything from a cupcake to plane tickets... which is nice.

Lloyds Bank
"Moments"
40s
26 Oct 2014
This follow-up spot for the latest set of personalities to discuss their businesses has them confiding some of the moments that have meant the most to them over the years. Dawn O'Porter endearingly sounds like a gleeful child saying that once she had her own place, she could be naughty and her mum and dad wouldn't know. It's a gentle, feelgood campaign that makes you want to think nice things about Lloyds... however jaundiced your view on the world of finance might be.

Lloyds Bank
"More"
30s
6 Oct 2014
Are Lloyds casting themselves as Artful Dodgers in their latest TV ad? Probably not but it's an entertaining thought as they invoke memories of Mark Lester's turn as Oliver Twist in a couple of clips which sandwich the campaign's familiar use of still images. Meanwhile, the VO explains what he's always wanted more of.

Lloyds Bank
"More Start-Ups"
40s
18 Sep 2014
George Clarke, Dawn O'Porter, Jimmy Doherty and Katie Piper are the focus of this latest from Lloyds Bank; talking about start-ups as before. The campaign continues to be charming and funny, with O'Porter's genuine excitement coming across about her vintage business, and Doherty telling a lovely self-deprecating tale about one of his early orders.

Lloyds Bank
"Marriage"
60s
4 Aug 2014
These kind of work, don't they? The combination of vintage clips, stills, a tentative VO and music which could prompt you to hack your own ears off if you had to listen to it by itself somehow combine into an entity that's considerably more than the sum of its parts. Yet this still looks like the presentation you'd show to the client to get their agreement to make the actual commercial.

Lloyds Bank
"Join the Club"
60s
3 May 2014
This commercial for Lloyds Bank riffs agreeably on one of Groucho Marx's most famous utterances - the Freudian idea that he wouldn't want to join any club that would have him as a member (the principle that most of humankind uses as the basis for choosing their ideal partner). Mind you, the conclusion that "even Groucho" might have made an exception for the advertised bank account is a bit cheeky.

Lloyds Bank
"The Little Things"
40s
29 Nov 2013
The familiar faces in this campaign confide to camera some of the little things that have meaning for them, whether it's a text from their teenage offspring, a nice snooze, or being paid in cakes. The implicit message seems to be that Lloyds understands that without the day-to-day stuff, there's nothing to lead up to life-changing events and decisions - so they take into account the fact everyone has valid reasons for their financial requirements.

Lloyds Bank
"Lizzie"
60s
22 Nov 2013
Lizzie's friend recalls how Lizzie treated her to a meal one time, and it felt as brilliant as when Lloyds gave her the money back for some jeans she'd bought on her card. This is a sweet campaign, but as yet another banking scandal emerges - this time with RBS - it feels hard to be grateful when the ones in charge of the money throw customers the occasional crumb.

Lloyds Bank
"Starting a Company"
40s
25 Oct 2013
In this spot, our three business luminaries tell us how it felt to go from being relatively unrecognised for their work to being "master of your own destiny". Lloyds keeps a very low profile here; letting their tales of delight at their own success do the work for them.

Lloyds Bank
"Rosie's Diner"
60s
13 Oct 2013
Another story of someone following their dreams, assisted by Lloyds Bank. The quirky stills-and-footage combination used in this campaign works well to illustrate the journey from ailing petrol station to drive-in diner; and at the point that 'Rosie' explains the bank approves 80% of loans, you realise you're not just watching but listening too.

Lloyds Bank
"Moving Out"
60s
25 Sep 2013
A photo-montage illustrating the way the male VO felt about still living at home at the age of 31 is both funny and poignant; capturing the unspoken thoughts between the lines. The only jarring note is the fact he refers to his undies as "Y-fronts", which lessens your sympathy to his plight somewhat.

Lloyds Bank
"First Home"
40s
24 Sep 2013
Various TV personalities from Mary Portas to Ade Adepitan talk about the first home they ever bought in this spot targeting first time buyers. They all note how humble those beginnings were, and Adepitan ends it with a wonderful line about the appearance of his flatmate.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.