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Like other banks of late, Santander is trying to boost trust by reaching for a more authentic voice.

The brand’s method of using raw footage of everyday people is nothing new – TalkTalk’s recent Gogglebox-like campaign comes to mind – but the twist is an ad consisting of solely user-generated content shot on a range of devices, which is a first for a UK bank. The charming scenes, including a marriage proposal and a man with his baby, will be accompanied by bespoke Snapchat content. The campaign, by Engine, was created by Ben Brazier, Johnny Ruthven and Charlie Harris.