Nationwide has released the latest instalment of its ‘A Good Way To Bank’ campaign starring actor Dominic West as an arrogant bank boss, and comedian Sunil Patel as his assistant.
This latest move from Nationwide to challenge shareholder-owned banks comes as the ASA has reportedly received a complaint from rival bank Santander about a previous run of the campaign.
The latest episode of the campaign sees West’s character become quickly bored by speaking to the marketing department over a video call.
After hanging up he is equally disinterested in the customer satisfaction scores presented by his more perceptive assistant (Patel) who suggests that A.N.Y bank could be more like Nationwide, which offers a SaversWatch service to customers.
Launching across video-on-demand, online video and cinema, the 60-second spot will be bolstered by support through print, OOH, audio and digital display.
It forms part of the brand’s rebrand focusing on how the building society is retaining high street branches.
https://vimeo.com/910829240/510e337c65?ts=0&share=copy
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Nationwide director of brand marketing and experience Richard Warren said: “We’re continuing to position Nationwide as a modern and confident challenger to the big banks.”
“We don’t have shareholders, so we can focus entirely on our customers and doing what’s right for them. Our SavingsWatch service isn’t something new — it’s something we’ve been doing for our customers for years because it’s the right thing to do. We want our customers to get the best out of their money”.
“Bringing who we are as a building society to the surface ensures Nationwide continues to be relevant and attractive, not only to existing customers but to future generations of savers and borrowers. We think this makes us ‘A good way to bank'”.
New Commercial Arts founder and chief strategy officer David Golding added: “We’re excited to have Dove back on our screens. We hope his comic portrayal of A.N.Y Bank’s boss continues to capture the public’s attention, and show Nationwide as the lead challenger in banking.”
