How do you accompany David Schwimmer (Ross from Friends) as he bumbles his way across the UK? And incorporate a light, fresh, memorable Audio Logo to create TSB's first audio refresh in over 10 years? After a deep dive into musical styles, we created a fun, quirky, guitar based, country music track to accompany David's American character as he explores the UK in his camper van. A slight juxtaposition with the classic British landscapes allowed us to play up to and highlight elements of comedy through the advert without imposing on the narrative.

A whistle was the chosen direction for the mnemonic to keep a sense of continuity with TSB's previous audio identity. TSB's mnemonic features in the UK top ten for brand awareness. And is now rolling out across their new campaign 'The Elephant in the Room'.