Natwest partners with Team GB to create a motivational ad on the run-up to the Paris Olympics

Natwest partners with Team GB to create a motivational ad on the run-up to the Paris Olympics

NatWest has unveiled its first Team GB ad campaign in the run up to the Paris 2024.

‘Whatever your goals, let’s get going’, marks the first in a program of activity supporting NatWest’s partnership with Team GB.

The new campaign builds on the bank’s Tomorrow Begins Today platform – inspiring 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.

It promotes motivation and momentum in achieving your goals and features Olympic medallists, Asha Philip, Max Whitlock, Emily Campbell, Duncan Scott, Helen Glover and Beth Shriever, alongside employees from NatWest.

It will run from now and throughout the Olympics in July and August across all internal and external media channels.

Developed by NatWest, and creative agency The&Partnership, with Initiative undertaking the media planning and buying, the TV spot dramatises Asha Philip leading an epic charge, inspiring the UK to get going towards their goals.

The soundtrack continues the use of the Gwen Stefani Track – ‘What You Waiting for?’ that was used as part of the 2022 ‘Tomorrow Begins Today’ campaign.

Directed by Georgia Hudson and produced by Park Pictures, the multi-channel campaign will run across TV and cinema, radio, stature OOH and DOOH sites, bus wraps, social, and web. Still and motion were captured by photographer/director Will Cornelius and produced by CRXSS and The Laundry Room.

The media mix is expertly crafted by Initiative ensuring Team GB athletes shine in as many spaces as possible, and run-uphelp galvanise the nation into action in this Olympic year. 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 ECD of The&Partnership said: 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.”


Chief Marketing Officer: Margaret Jobling
Brand Marketing Director: Nicky Mackrell
Head of Brand Advertising: Petra Cameron
Brand Advertising Leads: Ben Wood, Charlotte Holmes
Brand Advertising Managers: Elise Celik, Rachel Ward
Creative Agency:
Creative agency: The&Partnership
CEO: Sarah Golding
Planning Partner: Sarah Clark
Executive Creative Directors: Micky Tudor & Toby Allen
Associate Creative Director: Carl Storey
Creative teams: Louella Minter and Josh Markey (TV) / Ben Rumble and Ed John (Print and Social)
Head of Integrated Production: Charles Crisp
Deputy Head of Integrated Production: Rick Carter
Senior Producer: Sam Topley
Strategy Director(s): David Adamson/ Matt Shaw
Strategist: Anna Lilly
Client Lead: Rob Payne
Senior Account Director: Janette Murphy / Imogen Clark
Senior Account Manager: Ffion Green / Freya Hogan
Head of Art Buying: Emma Modler
Art Buyer: Ellen Green
Production Assistant: Luc MacMahon
Head of Art: Dan Beckett
Senior Designer: Steve Hanscomb
Post Production Lead (social): Simon Blakeley
Animator (DOOH): Bob Vine
Retoucher: Joss Gardiner
Media Agency:
Media agency: Initiative
CEO: Will Spence
Managing Director: Sharon Dhillon
Chief Client Experience Officer: Brandi Stevens
Client Partner: Milly Malone
Head of Planning: Verity Rapacchi
Strategy Director: Mark Jones
TV Director: Tom Vickers
Moving Picture
Production Company: Park Pictures
Director: Georgia Hudson
Director of Photography: Ruben Woodin Dechamps
Managing Director/EP: Fran Thompson
Head of Talent & New Business: Simone Sebastian
Producer: Katie Lambert
Production Manager: Andrea Harvey
Director’s Assistant: Honor Evans
Production Designer: Bon Walsh
Editing: tenthree
Editors: Ellie Johnson & Liam Bachler
Assistant Editor: Matt Marshall
Edit Producer:
Rachel Goodger
Post-Production: Electric Theatre Collective
Exec Producer:
Arianna Maniscalco
Production Coordinator: Ryley King
Colourist: Luke Morrison
Creative Director: Dean Robinson
VFX Supervisor: Stirling Archibald
2D Comp Team: Will Robinson, Antonia Palmer, Chris Fraser, Doruk Saglam & Scott Middleton
CG Supervisor: Ed Shires
CG Team: Sergio Morales Paz, Alberto Scotti, Platon Filimonov, Hendrik Freuer, Tom Harrison AFX: Sophie Joint
DMP: Billy Stockwell
Audio Post-Production: Factory
Sound Designer: Jon Clarke
Radio Sound Designer: Josh Campbell
Producer: Emily Thomas
Music Supervision: We Are Theodore
Music Supervisor: Arnold Hatting
Photography / Motion
Photographer / Director: Will Cornelius
Photography Agency: CRXSS
CRXSS Agent and Producer: John Cross / Elena Huntley
Still Post-Production: The Laundry Room
Motion Post-Production: Focus on Infinity
Editor: Rachel Goldsworthy
Grade: Danilo Navarro
Sound: Janek Nasky

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