If a week is a long time in politics, just imagine how long a year is in advertising. But, it seems, not for Nationwide, which is marking the first anniversary of its controversial “A Good Way to Bank” campaign with a new execution, designed to appeal to a younger generation.
Naturally, Dominic West returns as the unsympathetic head of a rival ANY Bank, but this time he has his daughter in tow, too, in a new spot designed to highlight Nationwide’s unique brand values and the benefits of banking with a ‘modern mutual’ – ownership, profit sharing and doing what’s right by its members.
The 50-second film, devised by New Commercial Arts, opens with West showing his daughter, played by Grace Hogg-Robinson, a commissioned portrait of himself resembling the Roman Emperor Caligula.
As they study the painting, his daughter asks: “Didn’t he proclaim himself a living god?” The conversation soon turns to the fact that his daughter banks with Nationwide, much to his alarm as West asks: “Why them, not me?”
His daughter responds: “It just feels good to bank with someone who is owned by its members rather than someone like you.”
Cue a near panic attack from the CEO, who demands “Mist me” as his daughter warns him about how that might ruin his tan.
The voiceover states: “Because we’re owned by our members, we put members first. Nationwide, a good way to bank.”
The message is amplified through out-of-home (OOH), social media, and digital, with other executions to follow. Wavemaker UK planned and bought the campaign.
Nationwide director of brand marketing and corporate affairs Richard Warren said: “The fact that Nationwide is owned by its members, rather than shareholders, is what makes it so appealing as a place to bank, particularly to a younger audience.
“This is because rather than returning profits to shareholders, we share them with members via our Fairer Share payments and reinvest in service and better rates. Our latest advert brings this difference to life in a humorous and surprising way.”
New Commercial Arts creative directors Dan Seager and Steve Hall added: “It’s great to work on a genuine campaign, where each instalment builds on the previous work. The Boss is back. But this time it’s not only Nationwide causing him grief, it’s his own daughter.
“We think the campaign is really hitting its stride now. That’s largely because we have great clients who understand it’s possible to create funny, entertaining ads that also clearly land the brand message. In this case, the fact Nationwide puts its members first, rather than shareholders.”
So, what is the consensus around the Decision Marketing office?
Well, the Advertising Standards Authority might have slapped down a previous ad for being misleading but New Commercial Arts insisted at the time it was only banned on a “technicality” – and it seems there is plenty of life in this campaign yet.
And, with West on top form as the greedy and bolshy banker, complete with a well-observed script, what’s not to like about this family affair? Mind you, we must admit he is far more reminiscent of an adverting agency boss than a modern day banker… Just saying.
Decision Marketing Adometer: A ‘bank on West’ 9 out of 10
