Ad campaign with Trevor McDonald was filmed for shelved NatWest shares sale

Exclusive: Saatchi Tell Sid'-style marketing blitz was planned before Rishi Sunak called general election

A Tell Sid"-style ad campaign featuring Sir Trevor McDonald was filmed to promote the government's now shelved plan to sell state-owned NatWest shares to the public, the Guardian can reveal.

The nationwide campaign - which included TV ads featuring the veteran newsreader and presenter popping up around the UK asking the public Are you in?" - is understood to have been backed by a large-scale media budget in excess of 10m.