Lloyds Bank has launched a campaign to raise awareness of Smart Start, its spending and savings account for 11-15-year-olds.
Created by adam&eveDDB and directed by Henry-Alex Rubin of production house SMUGGLER, the integrated campaign highlights the emotional benefit of young people gaining financial confidence, supported by the rational benefits provided by the Smart Start account. Titled “Bike,” this commercial forms part of a refreshed strategy for Lloyds Bank. It is the first time the bank has highlighted one of its products alongside the brand’s famous horses on TV since they relaunched the black horse in 2015.
The :60 follows a girl from ages 11 to 15 as she masters the art of riding a bike and grows in confidence over time, supported every step of the way by the Lloyd’s Bank horse. “Bike” is set to an epic and uplifting soundtrack of Alicia Keys’ “Girl on Fire.”
Credits
Client Lloyds Bank Agency adam&eveDDB Ben Tollett, group executive creative director; Richard Brim, chief creative officer; Ben Stillitz, Colin Booth, creative directors; Petrina Kilby, Cara Swindell, Gabby Vicente, producers; Richard Clay, head of strategy. Production Company SMUGGLER Henry-Alex Rubin, director; Fergus Brown, managing director; Lucy Kelly, exec producer; Ray Leakey, producer; Anthony Dod Mantle, DP. Editorial The Quarry Scot Crane, editor. Postproduction Selected Works Alex Fitzgerald,exec producer; Katie Sharpe, post producer. Color Company 3 Jean-Clement Soret, colorist. Music Soundtree Music Neil Athale, Jay James, John Mourounas, music supervisors; Peter Raeburn, creative director. Music "Girl on Fire" by Alicia Keys Audio Post 750mph Sam Ashwell, sound engineer; Olivia Ray, producer.
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
