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Nationwide spotlights its sharing of profits in latest Dominic West ad
The third iteration of the 'A Good Way To Bank' campaign, created by New Commercial Arts, promotes the bank's 'Fairer Share Payment'
19 July 2024
Nationwide and New Commercial Arts have continued their ‘A Good Way to Bank’ campaign, by centring the latest iteration on the company's 'Fairer Share Payment'. This year saw nearly four million Nationwide members receive a share of the bank's profits, with £100 being paid directly into current accounts of eligible members last month.
The 50-second film, set on a golf course, sees West return to the role of ‘The Boss’ of fictional A.N.Y Bank. Whilst playing a round of golf with the bank’s chairman, West is on the phone to his perceptive assistant, played by comedian Sunil Patel.
West excitedly tells Patel that the banks’ profits are up again, finishing with “News at 10 here I come”. Meanwhile, Patel announces that “Nationwide has shared their profits with nearly four million of their members” and suggests that they should be doing something similar, much to the boss’ chagrin.
The campaign launches in TV with 50-second spots in top programming including Love Island and The British Open golf. The new ad will also run in VoD, Online Video and Cinema. The campaign is supported by Social, OOH, print, audio, and digital display. Wavemaker UK planned and bought the campaign.
Richard Warren, director of brand marketing and corporate affairs at Nationwide, said: “Nationwide is the main challenger to the banks, and for the second year running, we are sharing our profits with our members via our Fairer Share Payment. This is the difference of a modern mutual and is another example of what makes Nationwide a good way to bank."
Dan Seager and Steve Hall, creative directors at New Commercial Arts, added: “We're really excited to bring A.N.Y Bank's bumbling boss and his EA back to our screens, supporting such a game-changing initiative from Nationwide as they share their profits with their members for the second year running.”
Nationwide, which now has more branches than any other bank, is continuing to demonstrate its difference. Last year, it extended its Branch Promise, meaning everywhere it has a branch it will remain until at least 2028, while it announced it was returning £340 million of profit to 3.4 million eligible members through its inaugural ‘Fairer Share’ payment, with each receiving £100. Nationwide’s rebrand, its biggest in 36 years, rolled out from October last year across its branch network, digital services and banking cards.
Credits
Campaign: Fairer Share
Brand: Nationwide
Director Brand Marketing Corporate Affairs Richard Warren
Senior Manager, Advertising George Bell
Manager, Advertising – Jen Morel
Agency: New Commercial Arts
Head of Production/Founder: Matt Craigie Atherton
Creative Director: Dan Seager
Creative Director: Steve Hall
Agency Producer: Abbie McLean
Creative Producer: Richard Ross
Business Director: Miriam Goode
Account Director: Dairiona Ryan
Account Manager: Gaelle Rolland
Strategy Director: Rosanagh Ker
Media Agency: Wavemaker
Artwork: King Henry
Head of Design - Danny Tomkins
Artworker - Sam Stabler
Artworker - Lol Keen
Project Manager - Yaz Mailoud
Production Coordinator - Sophie Charalambous
Production Company: Hungry Man
Director: Bryan Buckley
DOP: Scott Henriksen
Executive Producer: Matt Buels
Producer USA: Matt Lefebvre
Producer UK: Hannah Stone
Post: Rascal
VFX Producer: Hazel Gibson
VFX Supervisor: Andrew “Barnsley” Wood
2D Lead: Adam Maynard
2D: Mikael Theander, Tim Harrysson
3D Lead: Daniel Westerlund
Colourist: James Bamford
Colour Producer: Jai Durban
Editors: Stitch
Editor: Sam Sneade
Producers: Maggie McDermott
Sound: King Lear Sound
Sound Designers: Ed Downham & Ned Sisson