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Self-Starters of Britain Lead the Charge in Campaign for NatWest's Mettle

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NatWest-owned digital business bank issues rallying call in new ad created by Fold7 and Wake The Bear

Self-Starters of Britain Lead the Charge in Campaign for NatWest's Mettle

Mettle, the NatWest-backed business account, releases its first ATL brand campaign on Wednesday 9th June. The work is led by a film entitled ‘The Charge’, which speaks to the self-starters of Britain. The campaign is the first work to launch since Fold7 won the account at the end of last year.

The new 30” spot features an army of sole-traders, freelancers and side-hustlers charging forward to start their own thing on their own terms - including two of Mettle’s own customers. As more and more Brits take the leap and turn what they love into a source of income, the voice-over offers a rallying call to self-starters to join the 5 million British adults who are already part of the 'Passion Economy'.

Jack Collier, chief marketing officer at Mettle said: “There is change in the air. All across the UK, more and more people are turning their passion into their livelihood and working for themselves. Mettle exists to support and champion this growing movement of passion pioneers - from the Drop-Shippers selling on Instagram in Leeds to the coffee shop owners in Bournemouth. I am delighted with the work Fold7 have done in helping us showcase this movement to the nation.”

Studio-set and in crisp black and white, with highlights of Mettle pink, the advert is the product of the partnership with creative agency Fold7 and renowned director Tiny Bullet, also known as Tina Bull. Designed to set Mettle apart from the Neo banks, the ad is a bold, distinctive film which concludes with the final title: “Mettle. The not-your-usual banking app for the self-starters of Britain.”

Fold7 CCO Ryan Newey commented: “The ad is punchy, with serious swagger. It’s big and glorious, and joyful to watch.”

The advert will debut on Wednesday 9th June in the second ad break (20:30 BST) of Location, Location, Location on Channel 4 and run for six weeks on TV, VOD and YouTube, with additional support on digital channels and social media. The campaign is backed by a seven-figure media budget, planned and booked by Wake the Bear.

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Chief Marketing Officer: Jack Collier

Senior Brand Manager: Polly Western

Head of Design: Kim Symmons


Chief Creative Officer: Ryan Newey

Senior Creative: Verity Fine-Hosken

Managing Director: James Joice

Strategy Lead: Yelena Gaufman

Business Lead: Sarah Rodrigues

Senior Account Manager: Annie Allen

Producer: Simon Stewart

Production Credits

Director: Tiny Bullet

Production Company: Thomas Thomas Films

Executive Producer: Trent Simpson

DOP: Federico Alfonzo

Editor: Owen Oppenheimer

Post House: Black Kite

Recording Studio: 750mph

VO artist: Christian Cooke

Music: Twenty Below Music

Wake the Bear Credits

Director, Clients & Planning: James Cross

Director, Media: Sean Beaven

Media Manager: Charles Mulvihill

Media Executive: Megan Prowse

Client Planner: Agatha Cwalina

Genres: People

Categories: Banking, Finance

Fold7, Wed, 09 Jun 2021 11:04:00 GMT