NAB has launched a major brand overhaul, scrapping the 'More Give, Less Take' positioning it has used since 2013.Advertising industry information service AdNews observes that NAB is taking a simpler route with the strapline 'More Than Money'. This is the first major move by Andrew Knott, the banking group's relatively new chief marketing officer who was recruited from McDonalds in October 2015 and started at NAB early this year.The ad campaign went live on Sunday afternoon (10 July), with one of the major television spots using home movie footage following a young woman's life from birth through to adulthood. The second spot follows a NAB Business customer from its start-up days through to international launch, again using real footage of the founders rather than recreated or manufactured footage.Knott told AdNews he was proud to be involved in such transformative work for the bank. Knott previously told the publication that he was a customer driven marketer and believed the campaign highlighted that, adding the positioning was a reflection of the brand's customer-centricity.  The campaign will run across TV, online, out-of-home, digital, social media and in-branch, with more than 182 executions being created to spread the new message. The creative was developed by ClemengerBBDO Melbourne.