Richard Clark, head of product development and marketing at Scottish Widows Bank, said: "Scottish Widows Bank has gone from strength to strength in the 12 years it has been operating. Our marketing strategy is central to our growth strategy, and our first venture into TV advertising underlines our ambitions."
The first Scottish Widows campaign to feature the now-renowned caped widow appeared in 1986, and was a radical departure in financial services advertising at the time.
The first product-focused ads appeared in January this year and the new campaign for Scottish Widows Bank marks another significant development in the evolution of the brand marketing strategy.
Mike Hoban, customer and brand marketing director at Scottish Widows, said: "Scottish Widows Bank has consistently performed well and, as a key component to our continuing success, we are extending our marketing for the bank to TV for the first time."
The ads will be based on the same creative treatment seen in the recent Scottish Widows group campaign, and will feature the iconic cloaked widow, played by Hayley Hunt.
The TV advertising campaign breaks on Monday and will run for four weeks. Media buying is being handled by Zed Media.
Richard Clark was appointed head of product development and marketing for Scottish Widows Bank in January. He replaced Murdo McHardy ,who left to join online bank Intelligent Finance in October.