New Commercial Arts, now living in WPP’s Ogilvy family, continues its un-bank-y advertising for Nationwide. The new campaign, aimed at the desirable younger audience, features the daughter (Grace Hogg-Robinson) of the out-of-touch CEO of A.N.Y. Bank (Dominic West) and a lesson in banking.
While the CEO revels in a commissioned portrait of himself resembling the Roman emperor, Caligula (Google him – he was a horror), the daughter reveals that she banks with Nationwide because of its profit sharing, among other benefits.
Dan Seager and Steve Hall, creative directors at New Commercial Arts, commented, “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.”
The campaign message, Our members don’t just bank with us, they own us, extends to OOH, social media, and digital executions, all in Nationwide’s now-signature challenger tone of voice. Other executions highlighting the full range of Nationwide’s membership propositions are to follow.
Richard Warren, director of brand marketing and corporate affairs at Nationwide, statedm “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.”
Credits
Brand: Nationwide
Director Brand Marketing Corporate Affairs: Richard Warren
Senior Manager, Advertising: George Bell
Manager, Advertising: Jen Morel
Assistant Manager, Advertising: Anna Clarke
Agency: New Commercial Arts
Chief Executive Officer & Founder: James Murphy
Chief Strategy Officer & Founder: David Golding
Chief Creative Officer & Founder: Ian Heartfield
Head of Production & Founder: Matt Craigie Atherton
Creative Directors: Dan Seager & Steve Hall
Agency Producer: Abbie McLean
Creative Producer: Richard Ross
Business Director: Miriam Goode
Account Director: Dairiona Ryan
Account Manager: Gaelle Rolland
Strategy Director: Rosanagh Ker
Media Agency: Wavemaker
Artwork: King Henry Studios
Head of Design: Danny Tomkins
Artworkers: Bradley Baker & Lol Keen
Project Manager: Yaz Mailoud
Production Coordinator: Sophie Charalambous
Production Company: Hungry Man
Director: Bryan Buckley
DOP: Scott Henriksen
Executive Producer: Matt Buels
Producer USA: Matt Lefebvre
Producer UK: Hannah Stone
Editors: Work Editorial
Editor: Rich Orrick
Producer: Remy Foxx
Post: Rascal
VFX Supervisor: Andrew “Barnsley” Wood
Colourist: James Bamford
2D: Adam Maynard & Mikael Theander
3D Lead: Daniel Westerlund & Belinda Sandberg
Producer: James Beck
Sound: King Lear Sound
Sound Designer: Ed Downham
Producer: Nat Curran