Turkey of the Week: NatWest's patronising ad is an ineffective way to connect with women

There's a difference between financial feminism and mansplaining.

NatWest and Stylist: we'll give the roses a miss
NatWest and Stylist: we'll give the roses a miss

Dear Mr Banker, you’re right. Yes, we women need to be spoken to "respectfully" and in a "non-patronising way". And, yes, it’s crucial that we tackle the "financial confidence gap".

But, frankly, we don’t need you to mansplain money to us.

In the ad, you say: "Only powerful meaningful change will make a difference." Yet, from the painstakingly patronising tone to the "I’m sorry" roses, I struggle to see how this spot makes any meaningful change.

We need tangible action from NatWest to promote financial feminism, not an insulting letter.

Brand NatWest
Title A woman’s worth 
Agency NatWest and Stylist

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content