Mettle, NatWest’s digital business bank account for small businesses has this week launched a new campaign that aims to elevate the self-employed business community.

Developed in partnership with London agencies Fold7 and Wavemaker, the campaign is spearheaded by a 30-second hero spot that highlights the everyday ‘rockstars’ who run SMEs.

The energetic creative will be strongly supported by an ‘always-on’ media strategy, with assets set to be rolled out across video-on-demand, radio and digital audio – backed by a variety of digital and social media activity.

“We believe that small business owners are the backbone of the economy, and we are committed to supporting them every step of the way,” NatWest Boxed chief marketing officer, Kate Thunnissen said.

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“This campaign celebrates the passion, drive and determination of these entrepreneurs. Mettle is here for small business owners as they rock their way to success.”

A dynamic approach will also be favoured to build greater engagement and trust with SMEs, with time and location-specific messaging varying per platform.

Fold7 executive creative director, Dave Billing added: “This visceral film heroes the rockstars of our economy. They are out there smashing it every day and this mould-breaking banking campaign takes that thought and turns it up to 11.

“To capture that energy, we didn’t want to create a pastiche, but an accurate and loving homage to the genre with a team of people who do this stuff for real.”