The first ‘For the journey….’ television advertisement will air on 4 February and introduces a contemporary 3D animation by animator/director Marc Craste.

The TV campaign comprises six executions in addition to the main product-specific ads featuring products such as mortgages, debit card and general insurance which will continue to air throughout the year. 

The campaign also extends to outdoor, press and online ads that will be followed by in-store activity and direct mail.

The TV ad follows the ‘Black Horse’, a high-tech green and blue liveried locomotive, which transports a young couple on their journey through life.

The viewer travels with them from their first meeting on the train, to their marriage, the purchase and extension of their home and the birth of their daughter who, after school and university, continues her own journey, ultimately meeting another stranger on the train. As the ad draws to a close, the now elderly couple settle into retirement. The closing sequence features the legendary Lloyds TSB Black Horse and the new strapline ‘Lloyds TSB, for the journey…’

Nigel Gilbert, group marketing director said: “For everybody, life is a series of journeys and for every journey; our customers’ financial needs are different. The new brand campaign demonstrates how Lloyds TSB can help customers get to where they want to go in life, understanding and meeting their needs no matter what journey they are taking. It takes the customers’ point of view with a message that works equally well across corporate and business banking as it does in consumer banking.”