Dominic West returns in Nationwide advert
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…
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.