‘We f*cked up’ admits RBS Group CMO as it ‘presses reset’ for new NatWest campaign

NatWest has launched a new ad that signifies major changes to its brand. The new campaign, which launched on 23 September and has the slogan ‘We are what we do’, recognises that banks should be responsible for what they do as well as what they say, inviting consumers to hold NatWest to account for its actions.
The lead 60-second spot is both emotive and honest by equal measure, using shots of British icons such as Charlie Chaplin as a voiceover representing the NatWest brand says &l