TSB Bank unveils first TV ads to promote ‘local bank’ positioning

TSB Bank is launching its first TV ad campaign since the brand returned to the high street last year, promoting its position as a local British bank that can help UK communities and customers thrive.

Video: TSB Bank is launching its first TV ads since it returned to the UK high street to promote local bank positioning

The 60-second ad premieres tonight (10 February) on ITV and aims to distance TSB from its rivals with investment banking arms by focusing on its community ethos. The spot shows money moving around a local economy, highlighting how money that customers deposit with TSB stays in Britain and is used for mortgages and loans to other TSB customers.

Since its relaunch in September, TSB does not partake in practices that it claims led to the 2008 financial crisis. The bank says it doesn’t have an investment banking arm, partake in overseas speculation or corporate finance, meaning it offers a “unique proposition”.

Nigel Gilbert, TSB’s chief marketing and communications officer, says: “The new advertising campaign is our first for a TV audience and has been designed to bring to life our approach to local banking and how TSB can help communities across Britain thrive.

“Since launching in September, TSB has pioneered a new kind of banking and this campaign highlights our unique position as the only major British bank that can promise its customers that any money they deposit with us will stay right here in Britain and will only be used to help other TSB customers.”

The TV campaign is supported by print ads that urge consumers to ask their bank five questions about how they operate and how they use their customers’ money. The move comes after research done by TSB found that half of consumers are unsure how and where their bank operates.

The questions include “Does your bank serve only local people and local businesses, not big corporations?” and “Does your bank say no to using its customers’ money to find investment banking?”

The campaign runs into March and will include in-branch and online advertising as well. It was created by agency start-up Joint.


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