The campaign, created by RKCR/Y&R, features an animated family having difficulty keeping track of its spending, before discovering the Money Manager online tool.
The family begin to realise how their money is spent, while their pet hamster runs around his gold-plated luxury cage.
The integrated campaign, developed with RKCR/Y&R's digital arm, Saint, will run across online and display, press and outdoor.
An online film has also been created to teach customers how to use the new service.
Damon Collins, RKCR/Y&R executive creative director, said: "The campaign is a major product launch for Lloyds TSB and aims to drive awareness of Money Manager and how it can help people understand their money better, thereby empowering them to make better financial decisions."
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