Ammirati Puris Lintas launches a brand-building print campaign for
NatWest this week which aims to bring a human touch to the bank.
The ads, which target existing NatWest customers, use black-and-white
photos depicting people in real-life situations. The campaign aims to
highlight the brand’s suitability for life’s unpredictable moments and
support the ’more than just a bank’ proposition that is used in Bartle
Bogle Hegarty’s television advertising.
All six executions use the line: ’Just in case.’ One ad features a cute
dog sitting innocently on a sofa, which it has just torn to shreds. The
endline reads: ’Household insurance, including acts of dog. Just in
case.’
A second execution shows a country cottage which is to be sold by
auction that day. A young couple peer eagerly through the window, as
their small son attempts to look through the letterbox. The copy reads:
’Mortgage decisions over the phone. Just in case.’
The press ads break at the end of the month and will run until May 1998
in the national press and weekend supplements. Posters roll out across
London in February.
The ads were created by Peter Harold, APL’s head of art, and the
copywriter, Justin Rogers. Media planning and buying is through Motive
Communications.
Harold said: ’NatWest accepts that offering up its services can be more
effective than selling them, and that’s why we photographed scenarios
that look impromptu rather than set up.’
Ian Schoolar, the NatWest head of brand communications, said:
’Historically, we have used print media on a product-by-product basis.
By using a more unified creative vehicle, this campaign will help build
more consistent brand values.’
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