Clare Balding is to star in a new TV ad campaign which promotes the relaunch of Lloyds Bank.
The films will run in parallel with the wider Lloyds Bank relaunch campaign.
Eithne Anderson, the head of marketing communications, Lloyds Bank and Bank of Scotland, said: “The Channel 4 partnership plays a key part in launching Lloyds Bank, helping us to establish the brand as a bank that is there for the key moments that matter to our customers.”
In the relaunch of Lloyds bank, Clare Balding is joined by Channel 4 presenters Mary Portas, Nick Hewer and Ade Adepitan.
The ads are based around the experiences the C4 presenters had when buying their first homes.
David Amodio, Agency Principal at Channel 4, said the campaign is ‘a great example’ of the broadcaster ‘working with a like-minded brand to find a creative solution’.
The deal was brokered by Felicity Ive, a group partnerships manager at Channel 4, and Michael Rance, an account director at MEC Access.
Clare Balding is also a Patron for Diversity Role Models; moreover, her popularity and prominent on-screen appearances make her a great choice for endorsement campaigns of this kind.