"Amped Up"

9 May 2023

30s

Mosh meets dosh.

NatWest off-shoot Mettle love ice cream. Their debut ad featured an ice cream van, and so does this 30" follow–up. A stampede of business owners greeted us back in 2021—now agency Fold7 and director Thomas James invite viewers to a heavy metal festival spread across three venues: a barbershop, a tattoo parlour, and, of course, an ice cream van.

The owners are joined by dozens of metalheads who kick off when the former get down to business. That means all hell breaks loose when a hair trimmer's turned on, hundreds and thousands rain down on a cone, and muscle knots get ironed out with a vengeance.

This is what an 'amped up' business looks and sounds like, i.e., one that uses the advertised business account. It’s not the first time rock music's been used to gee up entrepreneurs (QuickBooks used a raucous version of Bachman–Turner Overdrive's 'Takin' Care of Business'), only this one pulls viewers into the mosh pit.

UK

Financial Services