"Best Grandparents"

28 October 2024

60s

Payback time.

There are some very modern approaches to parenting on display in the new campaign for Lloyds Bank, and the first two executions each highlight a feature of their service that might actually persuade punters to giver serious thought to changing their bank. In the first commercial which we reviewed last week a dad uses the 'freeze card' feature to fool his daughter into thinking that he's run out of money so he can derail her spending spree. While it certainly shone a light on an excellent facility, it was also a bit icky because of the deceit, no matter how light-heartedly it was presented.

There's no such problem with today's featured ad which shows a granddad whose debit card is getting an absolute hammering because his entire extended family expects him to pay for everything. His wife's beatific smile appears to express approval of the family's over-reliance on his funds, but in fact she has a punchline in store for the freeloaders as she issues each with a payment request when they are homeward bound.

It's a terrific way of illustrating a feature that will prove very useful in all manner of situations, and it's been perfectly landed by director Gary Freedman.

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