DAVID reviews

10 April 2017

Lloyds Bank: Praise You

by Syd Briscoe

Lloyds Bank: “New Dawn” - 60s

Lloyds Bank unleash the black horse again for this excellent ad, directed by Frédéric Planchon for adam&eveDDB. The iconic beast gallops in slow-motion through the British landscape, past rural scenes and cities to a final 'Chariots of Fire' beach run.

To a slow, gospel-style cover of Fatboy Slim's 'Praise You', we see the progression of two hundred and fifty years of history through the landscape - reminding us that Lloyds has been around the whole time. This is a revisiting for the bank but there are enough distinctions between this and Sam Brown's 2015 film for it to feel quite distinct.

The production vales are outstanding, contributing to a film which marries its vintage feel with a polished modern look. Lloyds are still rebuilding their image after the financial crash of 2008 and work like this plays its part in projecting an aura of reliability... unlikely as that idea might be.

Creative Agency: adam&eveDDB Ⓟ Ⓦ
CCO: Richard Brim
Creative Director: Feargal Ballance / Patrick McClelland
Account Director: Fay Taylor / Alex Attfield
Account Manager: Verity Evans / Ellie Field / Rachel Pinfield
Business Team: Charlotte Wolfenden
Senior Planner: Hannah Mackenzie
Planner: Ben Worden
TV Producer: Patrick Cahill
Film Production: Academy Films Ⓟ Ⓦ
Director: Frédéric Planchon Ⓟ Ⓦ
Producer: Lucy Gossage
Production M'ger: Bugs Hartley
Cinematography: Matias Boucard
Production Design: Drogo Michie
Editor: Jonnie Scarlett / Tor Adams @ The Quarry Ⓦ
Post Production: Alex Fitzgerald / Kirsty Ratcliffe @ The Mill Ⓦ
Sound Design: Wave Ⓦ
Performance: Hannah Grace
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