NatWest aims for 'bold steps' to win trust in brand campaign

NatWest is inviting customers to hold the bank accountable for its actions in its new brand campaign.

The campaign, which unveils NatWest’s new brand platform "We are what we do", launches with a 60-second spot arguing that banks should be responsible for what they do, not just what they say.

Created by M&C Saatchi, the ads are debuting online before airing on TV and in cinema from the end of September.

The film includes a voiceover describing people's wide-ranging and sometimes opposing qualities, with black and white scenes illustrating each one, such as children sharing their ice cream and a person littering from their car. It ends with the line: "We all have a duty to do the right thing. We are no different."

The ads were created by Mark Goodwin and Grant Parker at M&C Saatchi, while Zenith is handling the media planning and buying.

David Wheldon, chief marketing officer for NatWest's owner, RBS Group, said: "We need to take bold steps if NatWest is to reach its goal of being number one for customer service, trust and advocacy. We want all of our customers to know that we will be the bank that delivers what we say we’re going to deliver.

"This isn’t just an advertising campaign, it will be the pivotal moment in a cultural shift towards being a bank with laser-like focus on serving our customers well." 

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