Entries in Lloyds Banking Group (2)



Did you see the new Lloyds TSB ad when it aired last night, primetime at 21.15 on ITV? Did you spot the gay couple on the ad, developed with help from the bank’s Lesbian, Gay, Bisexual and Transgender (LGBT) staff network, Rainbow?

The advert which is animated in the banks usual distinctive style, is about the smart features available on Lloyds TSB current accounts, enabling customers to tailor their account to suit the way they manage their money.

The gay couple featured in the ad, named Emery and Dillion by staff, are seen riding a segway and walking hedgehogs.

Rainbow is an inclusive Group-wide network for colleagues which aims to help Lloyds Banking Group become the best place to work for LGBT people.

Steve Jackman, Senior Manager at Lloyds TSB Customer Treatment and Co-chair of the Rainbow Diversity Network, said: “Working closely with our colleagues in Marketing we had great fun developing these characters and were pleased to be able to introduce them within the advert. 

“Although Lloyds TSB has featured same sex couples in print advertising this is the first time a gay couple have featured in a TV ad and it’s particularly pleasing that the advert recognises our customers, like our colleagues, are all different.”

In addition to the characters viewers will also recognise a rainbow flag on their segway to represent the banks LGBT customers and its Rainbow staff network.

Anyone can create their own Lloyds TSB style character by visiting the banks website at www.lloydstsbme.com
Halifax, who like Lloyds TSB is part of the Lloyds Banking Group, also features a gay couple in its current mortgage adverts which are appearing in LGBT publications over the coming months.

Halifax print ads usually only feature one person but Halifax has subtly adapted the image to make it more relevant to the gay community.  The media schedule has then been revised to include key LGBT publications such as Gay Times, Diva, G3 and Attitude alongside mainstream press and the branch network.

Eva Eisenschimmel, Director of Customer, Brand, Digital and Telephone Banking for Lloyds Banking Group has spear-headed the inclusive approach for both banks.  Commenting on the new ads Eva said; “Including same sex couples within the Halifax and Lloyds TSB ads is a small part of our wider aim to ensure we reflect the diversity of our customers and staff in our advertising.  As a Group we are committed to LGBT equality and have a strong tack record in this field.” 

“We are consistently in the Stonewall Top 100 Employers index each year and are always looking at ways to support the LGBT community more broadly.”
Lloyds TSB recently signed up to partner Stonewall’s Youth Volunteering Programme by providing both funding and mentors for the young people involved.
FOR MORE INFORMATION, please contact Sarah Swailes, Senior Manager, Group Media Relations:
020 7661 4639



Boutique Marketing is pleased to be working with national bank HALIFAX on its first LGBT campaign. The financial insitution is part of the Lloyds Banking Group, with a great track record in LGBT inclusivity. The campaign, part of a wider inclusive stragegy with creative by ad agency Adam and Eve will launch in national media in Autumn 2012.