Banking group Nationwide is bringing back Hollywood star Dominic West as ‘A.N.Y Bank’s’ out-of-touch CEO one year on from the controversial first ad, which was banned by the ASA.
In this latest spot, the callous West is joined by his daughter, who spotlights the benefits of banking with a ‘modern mutual’ as the ad targets a younger demographic, looking for a more genuine, personalised banking experience.
Devised by creative agency New Commercial Arts, the 50-second spot marks the fourth instalment in the series and sees West commissioning a Roman Emperor-style portrait of himself in typically hubristic fashion.
Much to his chagrin however, his daughter reveals that she banks with arch-nemesis Nationwide due to its numerous benefits – such as ownership, profit sharing and a steadfast commitment to its customers.
New Commercial Arts creative directors Dan Seager and Steve Hall said: “It’s great to work on a genuine campaign, where each instalment builds on the previous work. The Boss is back.
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“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.”
With media planning and buying handled by Wavemaker UK, the spot will be further amplified via a series of video-on-demand, cinema, out-of-home, social media, digital and audio executions.
“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,” Nationwide director of brand marketing and corporate affairs, Richard Warren added.
“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.”
The series’ veiled critique of other high-street banks hasn’t been entirely without controversy, with Nationwide’s claim that it “wasn’t closing any branches” found to be false – leading to West’s first spot being banned by the ASA.
