Lloyds Bank "The M-word" by Adam & Eve/DDB

Lloyds Bank aims to break the taboo of talking about money.

The new campaign follows YouGov research that found money is a more sensitive subject for families than politics, religion or sex, yet one in three people have reported money-related stress and anxiety within the past month. In the ad, various families awkwardly talk about an unnamed subject, with caveats such as "we prefer to keep it private". It ends on the line: "It isn’t easy talking about money, but it is important." The work was created by Lily Scarlett and William Blackburn and directed by Finn McGough through Knucklehead.