We are all what we have done and what we will do. We are no different. We are what we do.
NatWest has chosen to film its new ad in black and white in a campaign that asks viewers to hold the bank to account for its actions.
The 60-second spot edits together a collection of clips and films that demonstrate a range of personality traits, both good and bad. The crux of the campaign is integrity, a trait the bank is keen to prove it possesses.
Agency – M&C Saachi