Lloyds Bank is marking the release of its new ‘Link Pay’ feature within its refreshed banking app with a blockbuster new spot that expands its ‘The Power To Do It All’ campaign.

Developed in collaboration with London agency Adam&EveDDB, the new film spotlights the ease of requesting money from family and friends, and is inspired by the insight that British people tend to feel a bit awkward having conversations around money that they’re owed.

The campaign comes as it seeks to re-define itself as a digital-first banking provider, helping its customers with the full breadth of financial services they might need, from everyday banking to pensions and investments.

“We’ve all been there when it comes to settling up at the end of a group holiday – this chapter of the campaign shows how the Lloyds app can resolve awkward moments effortlessly,” Adam&EveDDB CEO Miranda Hipwell said.

“We’re really enjoying bringing this lighthearted, modern aspect of the Lloyds experience to life and there’s much more to come.”

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Directed by Gary Freedman, the film will run across TV, video-on-demand and cinema, supported by the previously-released ‘Daddy Daughter’ film. Media planning and buying was handled by Zenith.

Lloyds Banking Group CMO Suresh Balaji added: “The launch of our new Link Pay app feature is incredibly exciting, and just one of the ways we’re giving more financial tools and better experiences to our customers.

Its launch also presents another compelling example of how our app is putting the power of finance in people’s hands, and we’re excited to showcase it through our ‘Power To Do It All’ campaign.

He continued: “Our new ‘The Best Grandparents’ TV ad wonderfully highlights how Link Pay offers our customers an easy way to request money they’re owed by friends and family without the need for those awkward conversations.”