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.