Banking group NatWest has released its latest spot created with London agency The&Partnership, a continuation of its ‘Tomorrow Begins Today’ brand platform.
Created and executed by The&Partnership, the spot was designed to inject ‘new meaning and energy’ into the ‘Tomorrow Begins Today’ platform whilst encouraging people to overcome life’s obstacles with sound financial management.
Showcasing the bank’s range of services – the ad highlights how NatWest can help its clients more efficiently manage their day-to-day spending through its in-app spending and budget tracker, whilst also helping them with more significant financial operations such as opening a business banking account or applying for a first mortgage.
Set to the tune of Gwen Stefani’s ‘What you waiting for?’, the ad was launched on prime-time TV during ITV2’s Friday-night screening of Love Island.
This latest iteration of the campaign will also be rolled out across various out-of-home locations, alongside a new brand partnership with TiKTok which will include influencer collaborations.
“For us, this is so much more than just a campaign. For us as a brand this is a motivational rallying cry, looking to stop people in their tracks and inspire them into taking action today, for a better tomorrow,” NatWest chief marketing officer, Margaret Jobling said.
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“We know that finances and financial decision making can often be something which we all put off and save for another day, which is why we want this activation to completely break category norms, leaving people feeling galvanised and ready to make change in their lives.”
This is a creative vehicle which is built from the ground up in terms of insight and data, but also one which is bursting at the seams with energy, confidence, inclusivity and swagger.
She concluded: “It’s a platform which we’ll continue to build on and develop, as we launch exciting new initiatives over the coming months to help the people and businesses of Britain thrive and reach their goals sooner.”
The&Partnership chief creative officer, Micky Tudor added: “This campaign is the beginning of a new blast of energy and action from NatWest to inspire, help and support people to get started.
“The film is bright, it’s colourful, it is Freddie Powell at his glittery best, and NatWest at their most vibrant.
“It kicks off a new larger than life tone that is summed up by Gwen Stefani’s banger and lifts the campaign away from the usual banking tropes with bags of positivity and bucket loads of energy.”
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