Permanent TSB is adopting new brand positioning for the "determined and optimistic" customer on Easter Monday, which will see the bank launch a new 90-second television advertisement as part of a €4 million campaign.

It's a busy period for bank marketing at the moment, with AIB, Bank of Ireland and Ulster Bank all throwing money at hopeful, "recovery" mode branding. Permanent TSB's campaign suggests how the bank will be "there to help people throughout their lives", from when they first take the plunge in a childhood swimming lesson.

The centrepiece of the campaign is a television spot featuring a young man facing and overcoming the various challenges of life from his school years to dating, his first job and “settling down”.

The campaign, which will run across television, cinema and social media, introduces a new strap line for the bank – “Keep Going” – which the bank says is “in tune with today’s more determined and optimistic customer”.

It describes this as a significant move away from “Back to Basics”, the post-crisis line it used from 2013. The style of the campaign will also be a marked change from its most recent stop-animation style ads to live action.

Created by Permanent TSB's advertising agency Publicis, with media buying by PHD and Ican, the campaign will move from a "core brand focus" to the introduction of new product and service initiatives in the coming months, the bank says.

Permanent TSB head of consumer products Niall O’Grady says the bank wants its brand to reflect a business strategy of “deep relationships” with customers, built around long-term life decisions “rather than just one-off transactions”.