Nationwide Which? Award: Can Hugo survive the chop?

Nationwide might have insisted its recent decision to change agencies was to “take the brand to the next level” – rather than due to potential account conflicts with New Commercial Arts’ new owner WPP – but so far, at least, Dominic West’s Hugo, the wayward CEO of ANY Bank has survived intact.

And here comes new agency Mother’s second instalment – the brand platform’s sixth in total – which celebrates Nationwide recently being crowned the Which? Banking Brand of the Year award.

Naturally, with all things “Hugo”, there is always a twist.

The setting is a lavish party thrown to celebrate what the he believes is their surefire win of the prestigious gong, complete with a live band, six thousand ‘winners’ shirts, a celebratory blimp, an elaborate cake, and more.

There’s just one problem: mid-party, Hugo’s assistant Danuj breaks the news that Nationwide has actually won the award – not them.

And in a slight departure from Hugo’s catchphrases of ‘Smoothie me!’, ‘Muffin me!’ and most recently ‘Squeegee me!’, Danuji takes the reins with a well-timed ‘Blimp me!’ as he ushers in a giant helium balloon as part of the short-lived celebrations.

The campaign will run in cinema, on TV, BVOD and YouTube; Uncovered is running  social, while Wavemaker is handling media.

Nationwide director of brands and marketing Richard Warren said: “Being named Which? Banking Brand of the Year is a huge honour and a testament to how we put our members first every day. This ad celebrates that achievement in typically playful ANY Bank style, while reminding people why being a mutual, not a bank, makes all the difference as we are owned by our members – not shareholders.”

​Mother creative director Dickie Connell added: “This instalment is pure wish-fulfilment for Dominic West’s character – all the ego-driven excess you’d expect when a bank jumps the gun. It’s a fun way to celebrate a genuine win while hammering home what makes Nationwide different: they actually earned it by putting members first.”

So, what is the consensus around the Decision Marketing office?

Well, to be fair, we do like these ads, and no doubt we are not alone. The question is, how long can Hugo survive Nationwide’s desire to “take the brand to the next level”? Naturally, Mother will want to put its own stamp on the account so surely it’s only a matter of time before ANY Bank goes to the wall.

In the meantime, we are quite happy to see how it all unfolds.

Decision Marketing Adometer: A “is the end nigh?” 9 out of 10