In 2016, Lloyds Bank was recognised as the 2nd ranked Stonewall employer for LGBTQ+ rights. One 60” film ad from the same year shows the iconic brand horse ‘being there' through all the most important steps in life, from having a baby to seeing your child go off to school for the first time.
With great elegance and simplicity, the ad features a marriage proposal from a same-sex couple as part of the most meaningful moments in anybody's life. It is subtle and almost barely visible, but in a way, I recognise that that's how ‘normal' should look like. Non-intrusive, normalised ways to show a reality that is already part of society and our daily lives. In this sense, the Lloyds ad nails it.
Watch the new Lloyds Bank TV advert – For Your Next Step, featuring the iconic black horse. Lloyds Bank is here to help customers feel financially confident as they take or face their next step in life. Whatever your next step, we'll be by your side.