By Gillian West, Social media manager

October 6, 2014 | 2 min read

NatWest and the Royal Bank of Scotland have highlighted their move towards fairer banking for all with a new integrated campaign by M&C Saatchi.

Debuting during last night’s (Sunday 5 October) Downton Abbey on ITV the TV ad sees a series of cheerful ‘goodbyes’, such as a couple waving goodbye to rainy weather as they board a plane to sunnier climes, as the voiceover explains: ‘There are some goodbyes that feel good...So we’re saying a few of our own’.

The ad then cuts to show a man saying goodbye to a pile of ‘New customer only’ offers before heading into a NatWest branch. The spot closes with the strapline ‘Goodbye unfair banking. Hello NatWest’.

Of the 'Goodbye, Hello' campaign, Petra Cameron, senior manager, advertising, at NatWest, said: “A lot of banks are talking about fairness, but with this campaign we hope to show people real changes we’re actually making so that they can judge for themselves.”

Jason Lawes, creative director at M&C Saatchi, added that the campaign “celebrates change” with a proposition that “will begin the journey towards convincing customers that this is a brand trying to do the right thing.”

Press, outdoor and digital display ads will further broadcast the campaign message with a series of straplines including: ‘Goodbye to hiding the best offers online. Hello to the same deals in branch, over the phone and online’.

A Royal Bank of Scotland version of the campaign will run north of the border.

Rbs M&C Saatchi Natwest

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