adam&eveDDB, Director Henry-Alex Rubin Ride "Bike" To Promote Lloyds Bank’s Initiative For Kids


Robert Goldrich
Tuesday, Mar. 14, 2023


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Lloyds Bank has launched a campaign to raise awareness of Smart Start, its spending and savings account for 11-15-year-olds.

Created by adam&eveDDB and directed by Henry-Alex Rubin of production house SMUGGLER, the integrated campaign highlights the emotional benefit of young people gaining financial confidence, supported by the rational benefits provided by the Smart Start account. Titled “Bike,” this commercial forms part of a refreshed strategy for Lloyds Bank. It is the first time the bank has highlighted one of its products alongside the brand’s famous horses on TV since they relaunched the black horse in 2015.

The :60 follows a girl from ages 11 to 15 as she masters the art of riding a bike and grows in confidence over time, supported every step of the way by the Lloyd’s Bank horse. “Bike” is set to an epic and uplifting soundtrack of Alicia Keys’ “Girl on Fire.”


Client Lloyds Bank Agency adam&eveDDB Ben Tollett, group executive creative director; Richard Brim, chief creative officer; Ben Stillitz, Colin Booth, creative directors; Petrina Kilby, Cara Swindell, Gabby Vicente, producers; Richard Clay, head of strategy. Production Company SMUGGLER Henry-Alex Rubin, director; Fergus Brown, managing director; Lucy Kelly, exec producer; Ray Leakey, producer; Anthony Dod Mantle, DP. Editorial The Quarry Scot Crane, editor. Postproduction Selected Works Alex Fitzgerald,exec producer; Katie Sharpe, post producer. Color Company 3 Jean-Clement Soret, colorist. Music Soundtree Music Neil Athale, Jay James, John Mourounas, music supervisors; Peter Raeburn, creative director. Music "Girl on Fire" by Alicia Keys Audio Post 750mph Sam Ashwell, sound engineer; Olivia Ray, producer.

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