NatWest has launched its first campaign since ending its two-decade above-the-line relationship with M&C Saatchi last year, focusing on its free financial education programme, MoneySense.
Set to This is How We Do it by Montell Jordan, "We are what we do" follows one girl’s victory lap in a car park after collecting a quid from an abandoned shopping trolley. "We want everyone to feel confident with money so we can all look after the pennies – that's why at NatWest we do money lessons in schools," a narrator declares as the child celebrates her find with magic tricks, with some mild explosions thrown in for good measure. The ad ends as the girl rejoins her family and her dad asks for his pound back.
It was created by Kate Allsop, Howard Green, Matt Wood and Tom Loveless, and directed by The Bobbsey Twins through Blink.