NatWest launches fairer banking campaign

NatWest is promoting its fairer banking positioning through an above-the-line campaign.

The TV ad, created by M&C Saatchi and called "goodbye, hello", features people bidding farewell in a number of situations, such as a couple waving goodbye to bad weather as they leave for somewhere hot.

The ad ends with a man chucking away "new customer only" banking offers and then closes with the line, "Goodbye unfair banking. Hello NatWest."

The TV ad premiered on Sunday and is supported by press, outdoor, and digital executions with a number of different lines such as: "Goodbye to hiding the best offers online. Hello to the same deals in branch, over the phone and online."

Creative direction is by Jason Lawes, art direction by Darren Urquhart and copywriting by Thomas Smith. Neil Harris directed the film through Smuggler.

Petra Cameron, the head of advertising at NatWest, said: "A lot of banks are talking about fairness, but with this campaign we hope to show people real changes we’re actually making, so that they can judge for themselves."

A Royal Bank of Scotland version of the campaign will run in Scotland with the strapline, "Goodbye unfair banking. Hello Royal Bank of Scotland."

Lawes, a creative director at M&C Saatchi, said: "This is a campaign that celebrates change. In 'goodbye, hello' we have a proposition that will begin the journey towards convincing customers that this is a brand trying to do the right thing."

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