Nationwide has debuted the latest instalment in its controversial “A Good Way to Bank” ad campaign.
Featuring ‘The Crown’ star Dominic West in his persona as an out-of-touch executive at a high street bank, the new ad is focused on Nationwide’s profit sharing with members.
The ad again leans into explaining the benefits of mutuality, contrasting Nationwide’s ownership by its members with banks being owned by shareholders. Nationwide began paying out profits to members last year as part of the Fairer Share scheme, with account holders receiving a bonus of £100.
Planned and bought by Wavemaker UK, the campaign will feature TV spots alongside shows such as Love Island and The British Open golf. The new ad will also run in VoD, Online Video and Cinema, supported by Social, OOH, print, audio, and digital display.
Richard Warren, Director of Brand Marketing and Corporate Affairs at Nationwide, said “Nationwide is the main challenger to the banks, and for the second year running, we are sharing our profits with our members via our Fairer Share Payment. This is the difference of a modern mutual and is another example of what makes Nationwide a good way to bank.”
Nationwide’s ads attacking its high street banking rivals were controversial from the start, with some questioning whether it was really on brand for the UK’s most famous building society to front its campaign with an A-list actor. Some also questioned whether the stereotype of an out-of-touch banking boss depicted in the ad really even existed anymore.
Later, the building society received a ban from the Advertising Standards Authority
However, the new ad shows that Nationwide has no plans to back down on its bombastic approach.
