Channel 4 and Lloyds Bank partner for exclusive rebrand campaign

23 September 2013

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Channel 4 is launching a bespoke TV ad campaign in partnership with Lloyds Bank starring Clare Balding, Mary Portas, Nick Hewer and Ade Adepitan, created to promote the British bank’s re-brand.

Viewers will be introduced to the first of the series of short films featuring the popular Channel 4 presenters from Monday 23rd September. This is the first time Lloyds Bank has placed on screen talent in an advertising campaign.

The first of 3 x 40” ads, created and produced by The Outfit, is themed Because Your Home Matters and includes all of the Channel 4 faces. In this first execution they reminisce about buying their first home with two different topics to follow over the campaign period.

The documentary style ads are the first commercial project for TV and film Director Southan Morris  and the stories have been carefully sourced by Channel 4 and Lloyds Bank to reflect the personal memories of Clare, Mary, Nick and Ade..

The partnership was brokered by Felicity Ive, Group Partnerships Manager, Channel 4 and Michael Rance, Account Director, MEC Access whilst The Outfit is responsible for the creative.

The campaign is exclusive to Channel 4 and More 4 and is planned to run alongside the Lloyds Bank wider TV ad campaign, until mid-December.

David Amodio, Agency Principal, Channel 4 said: “The new Lloyds Bank campaign is a great example of Channel 4 working with a likeminded brand to find a creative solution, in this case sharing our high profile talent in to create a first for Lloyds Bank.”

Eithne Anderson, Head of Marketing Communications, Lloyds Bank and Bank of Scotland: “The Channel 4 partnership plays a key part in launching Lloyds Bank, helping us to establish the brand as a bank that is there for the key moments that matter to our customers.  The partnership allows us to communicate this in an entertaining, unexpected and memorable way.”

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