Following TSB’s IT crisis in 2018, the bank’s recovery stalled. It needed to develop a new platform to revive consideration and kick-start growth of personal current accounts among ‘aspiring middle’ consumers. Consumer insights were used to develop a creative idea of ‘Life Made More’ with ‘Friends’ actor David Schwimmer observing British cultural idiosyncrasies and highlighting the benefits of a new TSB account. Feel-good moments and appropriate formats in consumers’ busy media schedules were preferred. Awareness and consideration grew, TSB attracted new target customers, and current account sales rose above forecast.