Tomorrow Begins Today
This spot is the first fully integrated campaign under NatWest’s new brand platform, ‘Tomorrow Begins Today.’ Following a ‘soft’ launch in December 2020, the campaign is live across TV, DRTV, radio, social and digital and OOH.
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 sooner.
It 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.
The energetic spot shares the story of a man who is able to achieve his goals of doing up his house with the help of a NatWest Savings Goal. Directed by The Bobbsey Twins from Homicide, it 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.
The campaign also demonstrates a new visual identity for the brand.