NatWest sprints out the blocks with feelgood Team GB campaign

The new campaign from The&Partnership urges customers to sprint towards their goals

Nicola Kemp

Editorial Director Creativebrief


‘Whatever your goals, let’s get going’. This uplifting and motivational message sits at the heart of NatWest’s first Team GB campaign designed to showcase the power of motivation in achieving your goals.

The spot comes as brands gear up to the Paris 2024 Olympic Games and marks the first of a range of marketing activity to support NatWest’s partnership with Team GB. 

The new campaign builds on the bank’s Tomorrow Begins Today Platform, which is designed to inspire the nation to take action today for a better tomorrow, while also encouraging people to get behind Team GB in the run-up to the Paris 2024 Olympic Games.

The spot features Olympic medallists, Asha Philip, Max Whitlock, Emily Campbell, Duncan Scott, Helen Glover and Beth Shriever, alongside employees from NatWest. It runs from Monday 19th February and will continue throughout the Olympics in July and August across all internal and external media channels.

Marg Jobling, Chief Marketing Officer at NatWest, explained: “Our partnership with Team GB is hugely exciting for us as a business, it is relatable and inspiring for all our customers, colleagues and communities across the UK and I’m incredibly proud to be bringing it to life with the launch of our activation campaign.”

She continued: “Team GB is full of such incredible talent and inspiring stories – with around 350 athletes across 37 disciplines hoping to travel to Paris in pursuit of their ultimate goal - they are the perfect partner to help us spread the message that whatever your goal, taking action is the important first step.” 

The motivational power of sport 

While Olympic athlete levels of achievements may not be on the cards for all consumers, the campaign focuses on relatability, with Natwest employees featuring in the spot.

Natwest’s Jobling adds: “So whether that’s saving for a new pair of trainers or your next family holiday, setting up your side hustle or performing in one of the world’s biggest and most inspiring sporting events – action feels good, and at NatWest we want to help you achieve those goals. So let’s get started.”  

Carly Hodgson, Head of Marketing at Team GB, explained: “We are really excited to see NatWest’s first program of activity launch and we hope that Team GB fans and NatWest customers are inspired by ‘Whatever your goals, let’s get going’, to get behind Team GB.”

The TV spot dramatises Asha Philip leading an epic charge, inspiring the UK to get going towards their goals. Directed by Georgia Hudson and produced by Park Pictures, the campaign will run across TV and cinema, radio, out of home, bus wraps, social and web. Still and motion was captured by Photographer and Director Will Cornelius and produced by CRXSS and The Laundry Room. Media was handled by Initiative, while NatWest’s partnership with Team GB is also supported by Pitch Marketing Group, who will be rolling out a series of experiential and integrated activations in the run-up to the Games.

Micky Tudor, Executive Creative Director of The&Partnership, explained: “NatWest wanted to inspire the country to get going on their goals. So naturally we smashed Team GB, a Gwen Stefani banger and Georgia Hudson’s music video approach together. The result is an epic spot that’s full of playfulness and dynamism.”   

In addition to the brand advert, NatWest will also be delivering two product-focused spots. The first spot is aimed at inspiring people to save towards their goals with help from the NatWest app. The second encourages SMEs and StartUps to take their business to the next level by taking part in the NatWest Business Accelerator program.

Further product campaigns partnering with Team GB will be rolled out in the coming months, marking a commitment by NatWest to celebrate this partnership across its entire business while also encouraging people to take control of their finances. An approach that underlines the power of the sprint mentality can extend beyond Olympic glory.

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