NatWest has today unveiled its first Team GB ad campaign in the run up to the Paris 2024 Olympics (Monday Feb 19).

‘Whatever your goals, let’s get going’, marks the first in a programme 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 2024 Paris Olympics.

The campaign showcases the power of 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 colleagues from NatWest.

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


Marg Jobling Chief Marketing Officer at NatWest said:

“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."

“Team GB is full of such incredible talent and inspiring stories – with over 360 athletes across 32 disciplines travelling 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."

“So whether that’s saving for a new pair 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.”

The campaign brings to life a visual representation of the nation coming together to take action towards a better tomorrow. Recognising that everyone has a goal of some sort – but often the biggest problem is just getting started.

Developed by lead strategic and creative agency partner 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 opening scene shows Asha plug in “tomorrow” as the destination on her smart watch. As she jogs towards her future, she’s joined by people from all walks of life who are celebrating milestones of their own. As the ad builds, we see (real) Natwest employees join – as well as Team GB athletes Max Whitlock, Emily Campbell and Beth Shriever.

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


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.”


Sharon Dhillon (MD of Initiative) said:

The dynamism from the creative needed to pull through into how NatWest showed up to the country.  Through media, we focused on inspirational, high momentum moments and media placements that encourage people to take financial action today.”


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 was 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 to help galvanise the nation into action in this Olympic year. The 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.

In addition to the brand advert, NatWest will also be delivering two product focussed spots – the first aimed at inspiring people to save towards their goals with help from the NatWest app, and the second to encourage SME’s 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.


For more information, contact:

Emma Storer – Group CMO EMEA

emma.storer@theandpartnership.com / +44 (0) 7739468958


About NatWest: NatWest serves customers in England, Wales and Western Europe, supporting them with their personal, private, and business banking needs. NatWest helps customers from opening student accounts, to buying their first home, setting up a business, and saving for retirement. Alongside a wide range of banking services, NatWest offers businesses specialist sector knowledge in areas such as manufacturing and technology, as well as access to specialist entrepreneurial support.


About The&Partnership: The&Partnership is both the UK’s largest and Europe’s fastest-growing independent agency network, increasingly known for its innovative in-sourced model.

Backed by WPP and spanning four continents, with 1,500 staff, the multi-disciplined agency group last year saw a year of record growth, expanding across 17 new European markets and doubling in size against a challenging industry backdrop.

It attributes this rapid expansion to the success of its in-sourced ‘&Model’ agencies, with multi-disciplined, on-site teams working alongside clients’ marketing departments in new, nimble ways, to a single bottom line; delivering data-driven work to fit new marketing agendas.

Designed to meet clients’ growing need for maximum speed, agility, cost-effectiveness and integration, these multi-disciplined ‘&Model’ agencies are driving impressive results for clients including News UK in London, TELUS in Canada, NatWest in Edinburgh, as well as Toyota and Lexus across 17 markets in Europe.

The&Partnership also has offices in London, New York, Canada and Asia, and is partnered with global media planning and buying network m/SIX through a joint venture with GroupM.



About Pitch: Pitch Marketing Group is a 100% employee-owned earned-first integrated agency that builds brands people can be passionate about. Founded in 2002 as the UK’s first specialist passion agency, it offers industry-leading expertise in sport, entertainment, consumer and culture. Pitch offers creative solutions and dedicated in-house teams across PR & Influence, Sponsorship Strategy & Activation, Social & Digital services and Branded Content. 


////////// Credits //////////


Senior client:

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

Managing Director: Sarah Clark

Executive Creative Directors: Micky Tudor

Lead Creative: Carl Storey

Creative teams: Louella Minter and Josh Markey (TV) / Ben Rumble and Ed John (Print and Social)

Strategy Director(s): David Adamson/ Matt Shaw

Strategist: Anna Lilly

Business Director: Rob Payne

Senior Account Director: Janette Murphy / Imogen Clarke

Senior Account Manager: Ffion Green

Head of Art Buying: Emma Modler

Head of Integrated Production: Charles Crisp

Senior Producers: Rick Carter / Sam Topley

Creative Producer: Ellen Green

Production Assistant: Luc MacMahon

Head of Art: Dan Beckett

Senior Designer: Steve Hascombe


Media Agency

Media agency: Initiative


Managing Director:

Chief Client Experience Officer:

Client Partner:

Head of Planning:

Strategy Director:

Business Director


Production Company: Park Pictures

Director: Georgia Hudson

Executive Producer: Fran

Producer: Katie

Director of Photography:

Production Manager:

Production Designer:

Costume Designer:

Editor: Ellie Johnson @ TenThree Studios

Assistant Editor:

Edit Producer:

Post Production: Stirling Archibald@ Electric Theatre Collective

Executive Producer:

2D Supervisor:

2D Comp Team:

Audio Post Production:

Sound Designer:

Cinema Mix:

Radio Mix:


Music Supervision:

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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