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| Author | Zoe Aresti |
Welcome back to DCM’s Creative of the Month. The strong performance of new releases on the big screen over the last month has also been reflected in the quality and innovation of adverts we’ve seen onscreen.
Numerous advertisers across various categories have used cinema to successfully showcase the quality of their creatives – Nike Zoom’s ‘So Fast’ advert utilised a hand-held camera technique to show celebrity athletes mid-sprint, while Schweppes filmed their ‘Pour Lemon’ spot all in black and white, apart from the yellow branding and the lemon in the drink itself to really emphasise the brand’s affinity with the colour and the importance of the lemon’s role in the drink.
However, this month’s accolade goes to Lloyd’s ‘Horse Story’ creative, which marked the bank’s 250th anniversary. Aiming to reconnect with their customers, the spot shows the strength and support of Lloyds’ iconic black horse in a variety of everyday situations, from the bank’s founding year up to the present day. The horse is shown to play a pivotal role in helping a farmer plough their fields, pulling lifeboats to shore and surprising a bride as she emerges from a church to greet her and her husband. As well as being a beautiful metaphor to show the bank’s core strengths in customer service, the ad is special as it is the first time Lloyds have used the horse in AV copy since the financial crisis.
Whilst the advert was a celebratory branding piece, Lloyds ran it alongside family films Minions and Inside Out to target their family audience with mass efficiency and minimum wastage. The runaway success of both these films perfectly complemented the nostalgic nature of the campaign, making this specific burst of activity a resounding success for Lloyds, who will be back onscreen later this year to target their other key ABC1 adults demographic.