NatWest gives money confidence some swagger in this ad featuring a super-cool little girl

Spot is first work for U.K. bank by The&Partnership

Published On
Feb 11, 2020

Editor's Pick

NatWest, the U.K. high street bank, emphasizes its financial education program in its debut work from The&Partnership—and breathes some cool into what could be a dry subject.

The ad, directed by The Bobbsey Twins From Homicide at Blink Films, features a confident little girl who clocks the unreturned pound coin left behind by her father in a shopping cart. She takes it herself and strolls through the parking lot like a superstar, tossing the coin and gaining admiring looks from other kids, to the soundtrack of "This is How We Do It" by Montel Jordan. The only let-down is that her dad finally remembers the coin, and grabs it back. 

It promotes NatWest's MoneySense, a program that has been running for 25 years, offering free resources to teachers and parents as well as volunteers from the bank who visit schools to support or run lessons. Classroom workshops are based on key moments in a young persons’ life such as budgeting for a party, managing your pocket money, or staying vigilant against fraud and scams.

"We wanted to bring a bit of joy, energy and swagger to what can often be a category that at times, can appear a little dull," said ​Micky Tudor, executive creative director at The&Partnership, in a statement. "Luckily, we found a little girl that embodies the confidence that NatWest is giving kids up and down the county with their free MoneySense lessons in schools.”​

The agency won the NatWest account in 2019; it was previously handled by M&C Saatchi. The campaign will be the biggest for NatWest in four years, and includes social media, digital out-of-home, display, press and radio ads as well as the TV spot.

Credits

Date
Feb 11, 2020
Client:
NatWest
Agency:
The&Partnership
Head of Advertising & Content:
Petra Cameron
Executive Creative Director:
Micky Tudor
Executive Creative Director:
Yan Elliott
Creative:
Kate Allsop
Creative:
Howard Green
Creative:
Tom Loveless
Creative:
Matt Wood
Head of Integrated Production:
Charles Crisp
Senior Integrated Producer:
Anthony Borkett
Producer:
Hannah Greene
Business Director:
Gary Simmons
Account Director:
Cat Lynch
Account Manager:
Joanna McClatchey
Account Manager:
Kesu Summy
Production Company:
Blink
Director:
The Bobbsey Twins
Executive Producer:
Paul Weston
Producer:
Patrick Craig
Production Manager:
Ellie Britton
Production Assistant:
Kelly Brown
Location Manager:
Hugo Smith-Bingham
Location Assistant:
Guy Signy
1st AD:
James Sharpe
2nd AD :
Chris Riley
Choreographer:
Richard Marcel
Off Line Edit:
Stitch
Producer:
Alice Clarke
Post House:
MPC
Producer:
Philip Whalley
Sound:
750mph
Sound By:
Sam Ashwell
Sound By:
Ben Gulvin

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