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.