New campaign launches
Lloyds brings back Black Horse to TV ads
The black horse returns to the small screen tomorrow for the first time since the financial crisis as Lloyds Banking Group attempts to rekindle better times ahead of a possible retail offering of its shares.
A major new advertising campaign will feature horses galloping on a beach and has been designed by F/Nazca Saatchi & Saatchi and production company Stink São Paulo. The agency won a top prize in the Film Craft category at the Cannes Lions festival for the John Lewis’s Monty the Penguin Christmas advert last year.
The black horse was first used as the Lloyds logo in 1884 and was used intermittently until 2007 when the bank introduced its For the Journey campaign.
UK Financial Investments, the Government body which owns the taxypayers’ holding in Lloyds, last week took its stake below 17% from an initial 43% as it continues to sell to institutional investors.
The government has yet to commit to selling the shares to private investors. So far, its sales have produced a profit and it expects to make a positive return on the whole £22.5 billion bailout provided by taxpayers in 2008 following the bank’s catastrophic acquisition of HBOS.