Nationwide Building Society has launched the fourth instalment of its ‘A Good Way to Bank’ campaign, bringing back Hollywood actor Dominic West as the out-of-touch CEO of fictional rival, A.N.Y. Bank. This time, West is joined by his daughter, played by Grace Hogg-Robinson, in a humorous portrayal highlighting the benefits of banking with a ‘modern mutual’ like Nationwide.
The 50-second advert opens with West unveiling a commissioned portrait of himself in Roman Emperor-style, only to discover that his daughter banks with Nationwide. She cites benefits such as profit sharing and ownership, emphasising Nationwide’s unique position as a mutual that prioritises its members rather than shareholders.
Targeting a younger demographic, the campaign underscores Nationwide’s appeal as a customer-first institution, contrasting it with traditional shareholder-driven banks. The series, which has built momentum over the past year, continues to use humour to communicate the mutual’s core values of reinvesting profits into better services and fairer rates for its members.
Richard Warren, Nationwide’s Director of Brand Marketing and Corporate Affairs, stated: “Nationwide’s member-owned structure, with profits shared through Fairer Share payments, is what makes it an attractive option, especially for younger customers. This latest ad brings that message to life in a witty and engaging way.”
Creative agency New Commercial Arts has spearheaded the campaign, with media planning and buying managed by Wavemaker UK. The campaign will be amplified across various platforms, including TV, video-on-demand, cinema, out-of-home, social media, and digital channels.
Dan Seager and Steve Hall, creative directors at New Commercial Arts, noted: “The Boss is back, and this time it’s not only Nationwide causing him grief—it’s his own daughter. The campaign has hit its stride, combining humour with a clear brand message that Nationwide puts its members first.”
Despite past controversy—Nationwide’s earlier claim that it “wasn’t closing any branches” led to the first ad being banned by the ASA—the campaign has successfully positioned the brand as a challenger in the financial sector, offering a genuine alternative to high-street banks. With Nationwide’s pledge to keep branches open until at least 2028 and its ongoing commitment to its members, the campaign continues to resonate with its audience.
Reference: https://www.nationwidemediacentre.co.uk/news/the-boss-is-back-nationwide-returns-with-fourth-spot
