In October last year, UK building society, Nationwide, became “A Good Way to Bank” in a major rebrand by New Commercial Arts that modernised the brand and underlined its being owned by members rather than shareholders. The rebrand included the introduction of Dominic West as the fictional bank boss of A.N.Y. Bank, a leader with an arrogant disregard for customers and an inability to understand declining customer satisfaction.
Another suavely humorous commercial has been added to the push with the boss’ perceptive assistant, played by comedian Sunil Patel, explaining the benefits of Nationwide’s SavingsWatch.
The hero commercial is running in the UK on TV, VoD, online and cinema, supported in OOH, print, audio, and digital display.
Credits
Client: Nationwide
Director of Brand and Marketing & Customer Affairs: Richard Warren
Senior Manager, Advertising & Media: George Bell
Assistant Advertising & Media Manager: Jennifer Morel
Assistant Advertising Manager: Anna Clarke
New Commercial Arts
Chief Executive Officer: James Murphy
Chief Creative Officer: Ian Heartfield
Creative Directors: Steve Hall & Dan Seager
Business Director: Miriam Goode
Account Director: Dairiona Ryan
Account Manager: Gaelle Rolland
Director Production & Operations: Matt Craigie Atherton
Producer: Abbie McLean
Media Agency: Wavemaker
Production Company: Hungry Man
Director: Bryan Buckley
DOP: Scott Henriksen
Executive Producer: Matt Buels
Producer USA: Matt Lefebvre
Producer UK: Chris McBride
Production Manager: Nicci Power
Editing: Stitch
Editor: Sam Sneade
Assistant Editor: Chris Wilson
Producers: Maggie McDermott & Sarah Adewunmi
Post Production: RASCAL
VFX Producer: Hazel Gibson
Executive Creative Director & VFX Supervisor: Andrew “Barnsley” Wood
2D Lead: Adam Maynard
2D: Mikael Theander, Tim Harrysson
3D Lead: Daniel Westerlund
Motion Graphics: Sian Leatham
Colourist: James Bamford
Colour Producer: Jai Durban
Sound: King Lear Music and Sound
Sound Designers: Jack Sedgwick & Ed Downham
Producers: Suzy Macgregor & Natalie Curran
