Remember the golden age of UK advertising, when agencies developed a distinctive, culturally resonant voice that relied on British wit and high-end filmmaking, the days of Heineken’s “Windermere”, Carling Black Label’s “Dambusters” and Hamlet’s “Photo Booth”? Will any of today’s ads be viewed as such classics in the future?
To be fair, it’s unlikely but, then again, who would have thought an ad for the Nationwide would even win awards let alone be entering its seventh instalment? But here it is again, with Dominic West continuing in his role as Hugo Platt, the pompous yet hapless CEO of fictional rival ANY Bank, alongside comedian Sunil Patel as his long-suffering assistant Danuj.
Since the launch of the platform, Nationwide has gone from fourth to first place for spontaneous advertising awareness, and has moved into first place for a banking brand “I have heard good things about”.
This time, Hugo is forced out of his chauffeured comfort zone when his driver calls in sick, leaving him with no choice but to brave the Tube.
Surrounded by a sea of smiling commuters, visibly buoyed as they scroll their phones and flick through newspapers, Hugo is baffled by the nation’s unusually good mood.
“Why is everyone so horribly chipper today?” he asks, only to be told it is Nationwide’s “Fairer Share Payment” day which sees more than 4 million members get £100 each. When he is told it is a bonus, Hugo responds gruffly: “I deserve a bonus, I came in on the Tube. Sanitise me.”
Danuj then gets a text message to reveal he too has just received his £100 bonus, as the voiceover states: “Nationwide. A good way to bank.”
Nationwide director of brands and marketing Richard Warren said: “The Fairer Share Payment is Nationwide at its best: rewarding the people who own us. The ANY Bank campaign continues to drive record awareness and consideration for the brand, and this instalment gives us a brilliant way to land one of our most distinctive member benefits.”
Mother head of copy Dickie Connell added: “There’s something inherently funny about a man who’s never set foot on the Tube being surrounded by people having a better day than him. Hugo’s discomfort is the joke, but the Fairer Share Payment is the punchline, one that only Nationwide can deliver.”
So, what is the consensus around the Decision Marketing office?
There is little doubt this brand platform has been hugely successful for Nationwide otherwise it would have been ditched as soon as Mother took it over from New Commercial Arts.
Whether they will keep going of course, remains to be seen; six months ago it looked unlikely, but as long as the advertising awareness figures remain high, Hugo & Co would appear to have plenty more life in them yet…
Decision Marketing Adometer: An “still on a roll” 8 out of 10
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