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NatWest inspires the natino with Team GB ad launch


NatWest has today unveiled its first Team GB ad campaign in the run up to the Paris 2024
Olympic Games (Monday Feb 19).

‘Whatever your goals, let’s get going’, marks the first in a program of activity supporting
NatWest’s partnership with Team GB.

The new campaign builds on the bank’s Tomorrow Begins Today Platform – inspiring the
nation to take action today for a better tomorrow, while also encouraging people to get
behind Team GB in the run up to the Paris 2024 Olympic Games.

The campaign showcases the power of motivation and momentum in achieving your goals
and features Olympic medallists, Asha Philip, Max Whitlock, Emily Campbell, Duncan Scott,
Helen Glover and Beth Shriever, alongside employees from NatWest.

It will run from now and throughout the Olympics in July and August across all internal and
external media channels.

Marg Jobling Chief Marketing Officer at NatWest said: “Our partnership with Team GB is
hugely exciting for us as a business, it is relatable and inspiring for all our customers,
colleagues and communities across the UK and I’m incredibly proud to be bringing it to life
with the launch of our activation campaign.

“Team GB is full of such incredible talent and inspiring stories – with around 350 athletes
across 37 disciplines hoping to travel to Paris in pursuit of their ultimate goal - they are the
perfect partner to help us spread the message that whatever your goal, taking action is the
important first step.

“So whether that’s saving for a new pair of trainers or your next family holiday, setting up
your side hustle or performing in one of the world’s biggest and most inspiring sporting events
– action feels good, and at NatWest we want to help you achieve those goals. So let’s get

Carly Hodgson Head of Marketing at Team GB said: “We are really excited to see
NatWest’s first program of activity launch and we hope that Team GB fans and NatWest
customers are inspired by ‘Whatever your goals, let’s get going’, to get behind Team GB.”
Developed by NatWest, and strategic and creative agency The&Partnership, with Initiative
undertaking the media planning and buying, the TV spot dramatises Asha Philip leading an
epic charge, inspiring the UK to get going towards their goals.

The opening scene shows Asha plug in “tomorrow” as the destination on her smart watch.
As she jogs towards her future, she’s joined by people from all walks of life who are
celebrating milestones of their own. As the ad builds, we see (real) NatWest employees join
– as well as Team GB athletes Max Whitlock, Emily Campbell and Beth Shriever.
The soundtrack continues the use of the Gwen Stefani Track – ‘What You Waiting for?’ that
was used as part of the 2022 ‘Tomorrow Begins Today’ campaign.

Directed by Georgia Hudson and produced by Park Pictures, the multi-channel campaign
will run across TV and cinema, radio, stature OOH and DOOH sites, bus wraps, social and
web. Still and motion was captured by Photographer / Director Will Cornelius and
produced by CRXSS and The Laundry Room.

The media mix is expertly crafted by Initiative ensuring Team GB athletes shine in as many
spaces as possible, and to help galvanise the nation into action in this Olympic year.
NatWest’s partnership with Team GB is also supported by Pitch Marketing Group, who will
be rolling out a series of experiential and integrated activations in the run up to the Games.
Micky Tudor ECD of The&Partnership said: “NatWest wanted to inspire the country to
get going on their goals. So naturally we smashed Team GB, a Gwen Stefani banger and
Georgia Hudson’s music video approach together. The result is an epic spot that’s full of
playfulness and dynamism.”

Sharon Dhillon (MD of Initiative) said: “The dynamism from the creative needed to pull
through into how NatWest showed up to the country. Through media, we focused on
inspirational, high momentum moments and media placements that encourage people to
take financial action today.”

In addition to the brand advert, NatWest will also be delivering two product focussed spots
– the first aimed at inspiring people to save towards their goals with help from the NatWest
app, and the second to encourage SMEs and StartUps to take their business to the next level
by taking part in the NatWest Business Accelerator program.

Further product campaigns partnering with Team GB will be rolled out in the coming
months, marking a commitment by NatWest to celebrate this partnership across its entire
business while also encouraging people to take control of their finances. 

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