Lloyds Banking Group has launched a recruitment campaign designed to reshape perceptions of working for one of the UK’s most established financial institutions.
Titled “Don’t Wake Up to Dull”, the 60-second film and series of five 30-second spots aim to draw in fresh talent by challenging the stereotype of corporate monotony.
The campaign taps into the universal Monday morning dread, presenting Lloyds as a dynamic and exciting place to work, especially for those seeking fulfilment and change.
Featuring the voice of Matt King—famous for his role as Super Hans in Peep Show—the ad showcases a relatable scene of a woman begrudgingly waking up to the start of her workweek.
As she drags herself out of bed, King interrupts her inner monologue, encouraging her to break free from the “same old” routine. The voiceover delivers motivational wisdom with a twist of humour, inviting viewers to consider a more exciting career path at Lloyds.
This campaign isn’t just about promoting a job; it’s about promoting a vision for the future of work at Lloyds, particularly as the company continues its ambitious transformation journey. With a focus on digital innovation, gamification, and cutting-edge tech initiatives, Lloyds is positioning itself as a forward-thinking employer ready to move away from the traditional image of a stodgy, corporate bank.
The campaign underscores the growing importance of authenticity in recruitment marketing. Matt King’s delivery steers clear of the often over-the-top, motivational speeches that often dominate recruitment ads.
Instead, his voice feels like a down-to-earth conversation with a friend, which seeks to makes the message more engaging and credible.
The ad’s visual direction, helmed by comedy director Kyle Shephard, combines humour with a stylish, forward-looking approach, reflecting Lloyds‘ transformation into a more approachable company.
The choice of EveryFriday as the agency, highlights Lloyds’ commitment to collaborating with creative partners who bring fresh thinking to the table.