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.