NatWest follows in Barclays' footsteps with fatherhood TV ad

NatWest has become the latest bank to feature a father-daughter relationship in its advertising, following Barclays' recent mortgage ad depicting a demanding child.

NatWest: latest ad introduces fatherhood theme
NatWest: latest ad introduces fatherhood theme

The RBS-owned bank has rolled out the latest iteration of its 'Helpful Banking' campaign, showing a father sacrificing his needs for his daughter by making payments from his "easy" e-ISA savings product.

The ad, by M&C Saatchi, shows a man saving for his dream car, a Mustang, using NatWest's e-ISA product. However, each time he looks to buy the car over a period of years, he has to spend the money on his daughter. The ad is set to Johnny Cash track 'Thing Called Love'.

It follows Barclays' ad campaign for its Family Springboard Mortgage, launched in January. It too showed a weary father being forced to pay for items such as car and a house for his daughter, before driving off in a classic car.

NatWest's latest campaign is the second in a new style of advertising, following a push in October for its Emergency Cash service. The ad features a number of comedic situations in which people have lost their debit cards.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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