The new Natwest ad entitled "Thing called Love" depicts a relationship between father and daughter, dramatising the father's sacrifices he makes while she grows up. This ad follows on from a new wave of banking ads trying to alter the negative perceptions consumers' have of their ethics and hard line corporate identity. Barclays brought out a very similar ad in January with the same storyline.
However, looking at the advertisement itself, I think its brilliant! The agency employed (M&C Saatchi) uses nostalgia, family themes and humour to promote Natwest's e-ISA savings product. The target audience is directed towards an older demographic who have some extra disposable income to save but have other commitments also to think about, in this case, children, which brings about many costly surprises. The ad cleverly demonstrates the ease of altering account details, transfering money and its accessability on mobile.
What I like most about this ad is the way M&C Saatchi have positioned a product that is usually sold in unimaginative and boring ways by many banks. What I feel is important is that Natwest continue this fatherhood/family themed image into their other communications with this product as many banks come across as too corporate and dijointed in their branches.
This new wave of humours ads have changed my opinion of banks in terms of their flexibility of marketing themselves but I feel it will take a more time to alter the current damaged customer perceptions of them.
What do you think of this ad? Do you prefer the Barclays one? Let me know @nickwilliamgale
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