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Santander has introduced a new brand positioning, "simple, personal and fair", in its latest advertising campaign. The 90-second TV ad, which was created by WCRS, includes a series of vignettes in which everyday words describe the people and places around us. The bank’s brand ambassadors, Jessica Ennis-Hill, Rory McIlory and Jenson Button, feature among the scenes. The spot was directed by Steve Reeves through Another Film Company, with media handled by Carat. It will be supported by digital, outdoor, cinema and press activity.