NatWest has shared a new TV ad in partnership with Team GB in the run-up to the Paris 2024 Olympics.
The campaign, entitled “Whatever your goals, let’s get going”, builds on the bank’s Tomorrow Begins Today platform, which encourages people to “take action today for a better tomorrow”.
Developed by The&Partnership, the 60-second spot features Olympic medallists Asha Philip, Max Whitlock, Emily Campbell, Duncan Scott, Helen Glover and Beth Shriever, alongside colleagues from NatWest — all with the aim of showcasing the power of motivation in achieving goals.
Set to Gwen Stefani’s What You Wating For?, the film opens with runner Asha Philip setting “tomorrow” as the destination on her smart watch. She is then joined by a crowd from fellow athletes, to members of the public.
The film was directed by Georgia Hudson and produced by Park Pictures.
Running from now and throughout the Olympics in July across TV, cinema and radio, it will be accompanied by OOH, DOOH, bus wraps, social and web campaigns.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
The partnership with Team GB is supported by Pitch Marketing Group, and the media mix was crafted by Initiative.
The&Partnership executive creative director Micky Tudor said: “NatWest wanted to inspire the country to get going on their goals. So naturally we smashed Team GB, a Gwen Stefani banger and Georgia Hudson’s music video together.”
NatWest chief marketing officer Marg Jobling said: “Our partnership with Team GB is hugely exciting for us as a business. It is relatable and inspiring for all our customers, colleagues and communities across the UK and I’m incredibly proud to be bringing it to life with the launch of our activation campaign.”
“Team GB is full of such incredible talent and inspiring stories – with over 360 athletes across 32 disciplines travelling to Paris in pursuit of their ultimate goal – they are the perfect partner to help us spread the message that whatever your goal, taking action is the important first step.”
