Nationwide has shared an updated version of its banned television advert, which was pulled from TV screens by the ASA (Advertising Standards Authority) for misleading consumers about high street bank closures.
The ad, which originally appeared last year, featured Dominic West as an arrogant and hard-nosed bank boss, with him responding to a suggestion about keeping banks open by saying: “We’re not Nationwide — we’re not anything like them”.
The original ad received a total of 282 complaints including from rival bank Santander.
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At the time, the ASA said consumers would interpret the advert in the context of high street bank closures, and stated that although Nationwide had closed fewer branches than others over a ten-year period, it had still shut 20% of its estate.
The new iteration removes the phrase “unlike other banks, we are not closing our branches”.
It began running yesterday (9 April) and will be supported by video-on-demand and online video.
The original campaign came as part of a wider brand strategy, which included a modernised logo as well as a focus on high street branches.
