The campaign, breaking on April 1 through WWAV Rapp Collins London, will combine DRTV, press and insert activity to promote its personal loan, which comes with an 6.9% APR.
The 60-second DRTV spot combines footage shot in Portugal and South Africa of the famous black horse galloping along the sea shore with the 6.9% APR rate written in the sand. A voiceover outlines the benefits and flexibility of the loan.
The ad was produced in conjunction with the bank's above-the-line agency Rainey Kelly Campbell Roalfe/Y&R and will air on terrestrial and satellite channels including Channel 4, Sky News and ITV2. Media is through ZenithOptimedia.
The horse and beach images will also feature in broadsheet and tabloid ads in The Independent, The Times, The Daily Telegraph and the Daily Mail. Inserts will be distributed via the national press, weekly magazines and a range of glossy magazines.
Current Lloyds TSB account holders will also receive direct mail detailing the benefits of the loan.
Ian Dean, head of sales and retention for personal loans at Lloyds TSB, said: "The ad clearly sets out the compelling features of our offer, a top rate combined with the ability to defer repayments, along with a wide range of choice on how to apply, whether it in branch or on the internet."
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