Nationwide highlights member profit share in latest Dominic West outing

Nationwide has spotlighted its Fairer Share initiative in its latest ad featuring Dominic West as an out-of-touch banking executive.

The ad follows West’s character on an uncharacteristic ride on the London Underground, surrounded by people in an unexplained good mood. On arriving at the offices of A.N.Y Bank, his assistant explains that it’s the day of Nationwide’s Fairer Share being paid.

The advert was created by agency Mother, which won the Nationwide account at the beginning of 2025. It builds on the brand platform that was put in place in 2023 with Nationwide’s rebrand under Catherine Kehoe.

The £100 payment, a share of Nationwide’s profits which is made to over 4 million of its members, allows the building society to make its mutual positioning tangible. The initiative was launched in 2023.