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The ad, Rainey Kelly Campbell Roalfe/Y&R's first execution since it won the account in January, stars Cold Feet's John Thompson and actress Joely Richardson as a flower shop owner and customer who take an instant shine to each other.

The ad enters Adwatch this week at number ten, with 54% recall.

It opens in Danny's (Thompson's) florist's shop. Alex (Richardson) walks in and Danny is apparently love struck.

"Is this shop new?

Alex asks. "Well, two hours, 15 minutes and 30 seconds old.

Danny replies. "Congratulations, you're my sixth customer" he adds as he hands her a flower. "You won't get rich giving things away,

Alex flirts. Danny explains that Lloyds is backing him. "Lloyd? Is he your partner?

she asks. "No!

Danny squeaks, then growls in a grittier tone, as if to convince her of his masculinity.

He goes on to explain that Lloyds has helped him set up his new business and showed him how to get customers.After gazing into her eyes, Danny says: "Pop by any time ... soon."

The voiceover then says: "Lloyds TSB offers a unique package of real business solutions to help your business succeed". The Lloyds black horse logo is also shown, followed by the strapline 'Lloyds TSB Business, banking worth talking about'.

The campaign marks a shift from brand to product advertising for Lloyds.

Future episodes will focus on different aspects of Lloyds' banking services.

Lloyds' previous campaign, by Saatchi & Saatchi, aimed to build brand equity.

Ford Ennals, outgoing director of group customer management at Lloyds, said: "The advertising created by Saatchi's was designed to establish a trusted brand. This next phase is to build on the brand's products and services. As the storyline unravels, more will be revealed about these products and services."

The second ad in the campaign, which broke last week, will focus on Lloyds TSB's competitive credit card rates. Marketing spend is thought to be in the region of £36m. Media is handled by Zenith.