Nationwide targets younger audience in latest Dominic West ad

Nationwide has targeted a younger audience in its latest advert with Dominic West.

The advert is the fourth in the banks ‘A Good Way to Bank’ campaign series, and sees West return to screens this time with his daughter.

The campaign highlights Nationwide’s unique brand values and the benefits of banking with a ‘modern mutual’ – which include ownership, profit sharing and doing what’s right by its members.

The 50-second film opens with West showing his daughter a commissioned portrait of himself resembling the Roman Emperor, Caligula.

Alarmingly for her dad, his daughter banks with Nationwide due to its profit sharing, among other benefits

Richard Warren, director of brand marketing and corporate affairs at Nationwide, said: “The fact that Nationwide is owned by its members, rather than shareholders, is what makes it so appealing as a place to bank, particularly to a younger audience.

“This is because rather than returning profits to shareholders, we share them with members via our Fairer Share payments and reinvest in service and better rates. Our latest advert brings this difference to life in a humorous and surprising way."

The campaign launches in TV with 50” spots in top programming slots including the Great British Bake Off.

The new ad will also run in VoD, Online Video and Cinema and will be supported by Social, OOH, audio, and digital display.

Dan Seager and Steve Hall, creative directors at New Commercial Arts, said: “It’s great to work on a genuine campaign, where each instalment builds on the previous work. The Boss is back. But this time it’s not only Nationwide causing him grief, it’s his own daughter.

“We think the campaign is really hitting its stride now. That’s largely because we have great clients who understand it’s possible to create funny, entertaining ads that also clearly land the brand message. In this case, the fact Nationwide puts its members first, rather than shareholders.”

The ads followed Nationwide's rebrand, its biggest in 36 years, which rolled out from October last year across its branch network, digital services and banking cards.