Lloyds TSB is another company that promotes/advertises themselves through animated adverts. I find to be quite innovative, since they are a bank and banks and animation are seldom associated with each other.
Their most established piece however, is their advert for the Olympic Games for London 2012. Founder of Lloyds TSB, Reverend Henry Duncan, started this business with the aim of serving his customers with their interests as priority. To make them feel financially secure, bring communities together and I think even in this recent advert, this message is still illuminated. Even simply from the torch and the train bringing everyone together, and a throwback representation of how RBS started from their reflective slogan 'For The Journey'.
In this animation however, they involve their usual aesthetic style, their characters with the pointed noses and jolly expressions, however what makes this advert successful has to be the scenic settings. Who ever watches this piece will be in awe of the high angle shots of fields, valleys, even the olympic stadium itself, the smooth operation of the camera is insane. It even gives this sense of vertigo as if you are in an aeroplane watching these landscape scenes, it is done so well. Not only that but the backing track to this advert is the one in every Lloyds TSB advert so it is very easily distinguishable even when you are out of the room. There is no dialogue in this piece, but I think that only adds to the audience being able to appreciate the art itself.
In this animation however, they involve their usual aesthetic style, their characters with the pointed noses and jolly expressions, however what makes this advert successful has to be the scenic settings. Who ever watches this piece will be in awe of the high angle shots of fields, valleys, even the olympic stadium itself, the smooth operation of the camera is insane. It even gives this sense of vertigo as if you are in an aeroplane watching these landscape scenes, it is done so well. Not only that but the backing track to this advert is the one in every Lloyds TSB advert so it is very easily distinguishable even when you are out of the room. There is no dialogue in this piece, but I think that only adds to the audience being able to appreciate the art itself.
This advert was done to support their sponsorship of the 2012 olympic games, which I think it does successfully. There are obvious visual links, i.e the torch and the stadium. What I find a little bit unsuccessful however is every time I watch this add I do not pay attention to the voice over of the lady talking about the actual Lloyds TSB bank. I can never recall what she is talking about and therefore the aim of the add is completely out the window. I am entirely focussed on the aesthetics, that i'm not even listening to what the bank has to offer. In conjunction to that it is hard to decipher who it's actual audience is. Through its appearance I would say everyone because it can be appreciated by everyone, but then you have to remember that it is a bank and therefore a more mature audience should be targeted. Either way I think it is a great way to create excitement and suspense for the olympics and even if the message is a little confusing, it looks great and is my second favourite animated advertisement of all time!
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