Santander’s corporate and commercial banking division is putting people at the heart of its latest advertising campaign with a focus on the importance of strong business connections.

Developed by London-based agency House 337, the work celebrates iconic partnerships, both real and fictional, that have played a significant part in culture.

Running across outdoor, press and social media, the bank’s B2B campaign pays homage to legendary duos such as Thelma and Louise, Holmes and Watson and – of course – Ant and Dec.

The work focuses on how Santander’s specialist relationship teams can help businesses forge lasting connections.

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“While Santander’s corporate and commercial banking division continues to become better-known in the market, we still have more to do,” said Santander UK marketing director, Dan Sherwood.

“We need to continue to raise awareness that we offer corporate and commercial banking services and can help businesses achieve their growth ambitions. This campaign will demonstrate our teams’ ability to make key connections and in turn, showcase the opportunity for businesses to grow with our support.”

The creative will be featured across the London Underground, key financial districts, premium gyms and in publications such as the Telegraph and the Times. Digital will run across both social media and financial websites.

IPG Studios chief creative officer, Vince McSweeney added: “We’re delighted to partner with Santander on this campaign, helping to showcase the importance of connections and creating long-lasting value.

“Together, we’ve highlighted the power of iconic partnerships and how Santander helps businesses grow and thrive.”