Rafa Nadal stars in Santander’s new campaign

(Rafa Nadal, CREDIT: Shutterstock)

With the US Open set to begin on August 29 in Flushing Queens, Santander Bank is serving up a tennis-inspired campaign including a new 60-second spot, “What Would Rafa Do?”

The new ad brings to life the Spanish tennis legend’s, Rafa Nadal, story of grit, perseverance and determination while highlighting Santander’s own commitment to helping people and businesses prosper. Recognizing that prosperity is the ultimate “long game,” the campaign calls for customers to “bank on the right partner.” 

Nadal was in the news recently after his shocking loss to Borna Coric at the Cincinnati Masters. The loss cost the 22-grand slam champion a shot at becoming World No.1 again. Nadal went down 7-6 (11- 9) 4-6 6-3 to Coric at the Cincinnati Masters in a huge boilover that left fans stunned.

Developed by The Martin Agency, the winning spot serves as the centerpiece of a broader campaign. Santander is creating a holistic, tennis-focused campaign. Playing like a Nike or Gatorade spot we intercut between Nadal playing while a female tennis player contemplates her next move. A woman’s VO begins, “Would you quit? Break your racket in despair? Would you assume it’s all over? Listen to the shoulda, coulda, woulda? Or would you stand again? Start anew?…” Watch the Santander spot below:


“We are thrilled to be featuring Santander brand ambassador Rafael Nadal in our new spot, which celebrates his grit, determination and perseverance,” said Maha Madain, Chief Marketing Officer of Santander Bank, N.A. “These attributes are not only honorable but a perfect reflection of our brand. At Santander Bank, we are deeply focused on helping our customers achieve prosperity, which is the ultimate test of perseverance, or pardon the pun, the ultimate ‘long game.’ We want our customers to know they can ‘bank’ on us to help get them there.”

Santander engaged Whitehouse Post to provide post-production with editors Heidi Black and Brian May.

OOH will run at Station Domination at Grand Central Station (lower level) in New York City and LIRR/Willets Point subway transit stations in Flushing, Queens. 

Additional out-of-home ads through the interior of the 7-Line Train from Manhattan to Flushing, and wallscapes along the boardwalk leading directly to the US Open venue. Robust social media presence includes Facebook and Instagram. In-branch throughout Santander Bank’s network of nearly 500 locations.

The Santander spot will run in various formats throughout the bank’s Northeast footprint, including Boston, New York, and Philadelphia. It will also be seen on streaming platforms, social and other paid channels. 

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