Nationwide returns to screens with the seventh instalment of its ‘A.N.Y. Bank’ advertising series, celebrating the building society’s latest Fairer Share Payment – a moment in which Nationwide shares £100 with over four million of its members.
Hugo Platt (actor, Dominic West), the pompous CEO of fictional rival A.N.Y. Bank, has been forced to take public transport – a delightful scenario for appealing to everyday Brits. This time, Hugo is forced out of his chauffeur-driven 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 and then happy pedestrians, scrolling their phones and flicking through newspapers, Hugo is baffled by their joy.
It’s up to Platt’s long-suffering assistant, Danuj (comedian, Sunil Patel), to unravel the mystery. They (and he) are £100 better off.
The campaign promotes Nationwide’s annual Fairer Share Payment, in which the bank gives its four million members are £100, a benefit for those who are part of a member-owned mutual rather than a shareholder-driven bank.
The new story is the seventh chapter in the Nationwide series, now with Mother holding the reins.
Dickie Connell, head of copy at Mother, stated, “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.”
Richard Warren, director of brands and marketing at Nationwide, added, “The Fairer Share Payment is Nationwide at its best: rewarding the people who own us. The A.N.Y. 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.”
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