NatWest is launching the first fully integrated campaign under its new brand platform, ‘Tomorrow Begins
Following a ‘soft’ launch in December 2020, the campaign will go live across TV, DRTV, radio, social and digital
The campaign is the first in a new, long-term creative approach aimed at showcasing NatWest as a supportive
partner, helping customers to take action today that will allow them to achieve their goals for tomorrow
The campaign was developed by The&Partnership, and inspired by the NatWest Group Purpose - to champion
the potential of individuals families and businesses. ‘Tomorrow Begins Today’ is an aspirational promise, that
NatWest will empower you to take small steps every day to help you get where you want to be.
Margaret Jobling, Chief Marketing Officer at NatWest Group, said: “We want to show customers we truly care
about them reaching their goals, with a brand character that is expert, empathetic and encouraging. Many
people feel that they don’t know where to start when it comes to finances, which holds them back. We are the
bank that truly champions potential, and we want to help drive better financial decisions. We know young
people in particular have been impacted during the pandemic, but we can give our customers a clear idea of
where they stand with their finances and what they need to do to move forward.”
The newly launched campaign was written and created by Matt Wood and Tom Loveless at The&Partnership,
and shares the story of a man who is able to achieve his goals of doing up his house with the help of a NatWest
The TV spot, directed by The Bobbsey Twins from Homicide, uses clever editing techniques to show multiple
versions of the character, ‘Alex’, in his living room – Alex yesterday, today, tomorrow, and him in the future.
The visual technique aims to demonstrate the power of acting now with NatWest in getting you to where you
want to be in the future. For Alex, that’s a bit of rather precarious DIY.
“When it comes to our finances, we’re more likely to stick our fingers in our ears and go ‘lalalala’ than get on
top of our money for the future. Our multiple character in our TV ad shows that it’s the small things you do
today, that can help you out tomorrow. Tomorrow Begins Today could not be a timelier message.”, said Micky
Tudor, Joint Executive Creative Director, The&Partnership London.
The campaign also demonstrates a new visual identity for the brand, designed by the NatWest Brand Creative
Collective, consisting of the internal brand team led by Russel Brown and Clair Whitefield, members of
The&Partnership London, The&Partnership Edinburgh and NatWest in-house creative teams. The media has
been planned by Zenith.
“With ever-changing media behaviours, and particularly amongst that hard-to-reach younger cohort, we are
utilising some really exciting targeting capabilities within this campaign that should help people not just hear
our message but also encourage them to take action.” Jon Stevens, Managing Director, Zenith.