APL creates branding campaign for NatWest

Ammirati Puris Lintas launches a brand-building print campaign for NatWest this week which aims to bring a human touch to the bank.

Ammirati Puris Lintas launches a brand-building print campaign for

NatWest this week which aims to bring a human touch to the bank.



The ads, which target existing NatWest customers, use black-and-white

photos depicting people in real-life situations. The campaign aims to

highlight the brand’s suitability for life’s unpredictable moments and

support the ’more than just a bank’ proposition that is used in Bartle

Bogle Hegarty’s television advertising.



All six executions use the line: ’Just in case.’ One ad features a cute

dog sitting innocently on a sofa, which it has just torn to shreds. The

endline reads: ’Household insurance, including acts of dog. Just in

case.’



A second execution shows a country cottage which is to be sold by

auction that day. A young couple peer eagerly through the window, as

their small son attempts to look through the letterbox. The copy reads:

’Mortgage decisions over the phone. Just in case.’



The press ads break at the end of the month and will run until May 1998

in the national press and weekend supplements. Posters roll out across

London in February.



The ads were created by Peter Harold, APL’s head of art, and the

copywriter, Justin Rogers. Media planning and buying is through Motive

Communications.



Harold said: ’NatWest accepts that offering up its services can be more

effective than selling them, and that’s why we photographed scenarios

that look impromptu rather than set up.’



Ian Schoolar, the NatWest head of brand communications, said:

’Historically, we have used print media on a product-by-product basis.

By using a more unified creative vehicle, this campaign will help build

more consistent brand values.’



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