Nationwide has launched the latest instalment of its popular “A.N.Y Bank” advertising campaign, with Dominic West reprising his role as the titular bank boss ‘Hugo.’
The 50-second spot, titled “A.N.Y Bank – Scam Checker”, leans into the same humour and sarcasm that has characterised previous ads.
It opens with West berating a window cleaner for “missing a spot,” before his phone rings. His daughter Zozo appears on a FaceTime call, explaining she’s missed a flight and needs money to book another. West immediately suspects a scam, even questioning whether the call is an AI-generated version of his daughter.
The advert then introduces Nationwide’s Scam Checker service, highlighting how customers can call the building society at any time to verify whether a payment request is legitimate. Another actor reinforces the point, bluntly confirming that in this case, the call from Zozo was genuine.
The ad closes with the campaign’s signature strapline: “Nationwide – a good way to beat scams, a good way to bank.”
The campaign will run across cinema, TV, broadcaster video-on-demand, and YouTube, continuing Nationwide’s strategy of blending humour with practical messaging to raise awareness of its services. It marks the building society’s first campaign since switching to a new creative agency.