financial services

Santander Bank Poses Question: 'What Would Rafa Do?'

With the U.S. Open tennis tournament set to begin this week in New York, Santander Bank is leveraging its relationship with tennis superstar Rafael Nadal.

The bank, which is an official sponsor of Nadal, has created a 60-second spot that shows the tennis legend’s story of grit, perseverance and determination, while highlighting Santander’s own commitment to helping people and businesses prosper. 

The 60-second spot shows footage of the tennis star during challenging game moments interspersed with videos of a young female tennis player who is faced with similar moments and considers “What would Rafa do?” The spot ends with the copy “Prosperity is a long game. Bank on the right parter. Santander. Official sponsor of Rafa Nadal.”

The spot, created by The Martin Agency, will be broadcast 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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It is the centerpiece of a broader campaign meeting tennis fans where they are including 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 will be on display throughout the interior of the 7 train from Manhattan to Flushing, and on wallscapes along the boardwalk leading directly to the U.S. Open venue. 

The media plan also includes a "robust" social media presence and in-branch ads throughout Santander Bank’s network of nearly 500 locations.

Santander Bank is one of the country’s largest retail and commercial banks, principally located in Massachusetts, New Hampshire, Connecticut, Rhode Island, New York, New Jersey, Pennsylvania and Delaware.

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