Nationwide highlights scams in latest Dominic West ad

Nationwide has focused in on scams in its latest irreverent ad outing with Dominic West.

The ad features the actor in his persona as an uncaring banker, who receives a call from his daughter asking for money. He proceeds to hang up on her, before his assistant explains that Nationwide has a “Scam Checker” facility to verify whether something is legitimate or not.

This is Nationwide’s first work with the agency Mother, which took on the account in February of this year. The agency has continued with the same creative, which has been Nationwide’s platform since 2023.

It is designed to highlight the differences between Nationwide and other banks, with Nationwide able to act in its members’ interests due to its mutual structure. Since launch, the building society has moved from 4^th to 1^st place in spontaneous advertising awareness.

The ad will run across cinema, TV, BVOD and YouTube.

Richard Warren, Marketing Director at Nationwide, commented: “Protecting our members from scams and fraudulent attempts is a very important example of how we put our customers first at Nationwide and a fantastic proposition to highlight in our latest ad.

“The entire ANY Bank campaign has driven top of market salience for our brand, and record switching performance”.