Good Way to Bank

Agency: New Commercial Arts


Nationwide is continuing its ‘Good Way to Bank’ commitment as its latest TV advert, delivered by NCA, shows how customers are put first when it comes to getting the most out of their savings.

It is the latest move by Britain’s biggest building society that challenges the shareholder-owned banks by demonstrating its difference as a member-owned mutual and follows the success of a major rebrand that saw Dominic West first appear onscreen as the out-of-touch boss of fictional A.N.Y Bank.

West’s return to the role sees him become quickly bored with speaking to the marketing department over a video call. After hanging up, he is equally disinterested in the customer satisfaction scores presented by his more perceptive assistant, played by comedian Sunil Patel.

Patel suggests that to improve scores A.N.Y Bank could be more like Nationwide, which offers a SavingsWatch service that notifies customers who are signed up of changes to their savings accounts, annual savings reports and newly launched accounts that might be better suited to their needs.

The campaign launches in TV with 60” spots in top programming including Six Nations: England vs. Wales, The Masked Singer, and Trigger Point. The new ad will also run in VoD, Online Video and Cinema. The campaign’s surround sound effect is bolstered by support through OOH, print, audio, and digital display. Wavemaker UK planned and bought the campaign.

Nationwide, which now has more branches than any other bank, is continuing to demonstrate its difference. Last year, it extended its Branch Promise, meaning everywhere it has a branch it will remain until at least 2026, while it announced it was returning £340 million of profit to 3.4 million eligible members through its inaugural ‘Fairer Share’ payment, with each receiving £100.​ Nationwide’s rebrand, its biggest in 36 years, rolled out from October last year across its branch network, digital services and banking cards.

This professional campaign titled 'Good Way to Bank' was published in United Kingdom in February, 2024. It was created for the brand: Nationwide, by ad agency: New Commercial Arts. This Film medium campaign is related to the Finance industry and contains 1 media asset. It was submitted 11 days ago.


Director of Brand and Marketing & Customer Affairs: Richard Warren
Senior Manager, Advertising & Media: George Bell
Assistant Advertising & Media Manager: Jennifer Morel 
Assistant Advertising Manager: Anna Clarke

CEO: James Murphy 
CCO: Ian Heartfield
Creative Director: Steve Hall
Creative Director: Dan Seager
Business Director: Miriam Goode 
Account Director: Dairiona Ryan 
Account Manager: Gaelle Rolland 
Director Production & Operations: Matt Craigie Atherton 
Producer: Abbie McLean

Media - Wavemaker

Production Company: Hungry Man
Director: Bryan Buckley
DOP: Scott Henriksen
Executive Producer: Matt Buels
Producer USA: Matt Lefebvre
Producer UK: Chris McBride
Production Manager: Nicci Power

Editors: Stitch 
Editor:  Sam Sneade
Assistant: Chris Wilson 
Producers: Maggie McDermott & Sarah Adewunmi 
Post Production: RASCAL
VFX Producer: Hazel Gibson
ECD & VFX Supervisor: Andrew “Barnsley” Wood
ECD: Andrew “Barnsley” Wood
2D Lead: Adam Maynard
2D: Mikael Theander, Tim Harrysson 
3D Lead: Daniel Westerlund
Motion Graphics: Sian Leatham
Colourist: James Bamford
Colour Producer: Jai Durban
Sound: King Lear Music and Sound
Sound Designers: Jack Sedgwick & Ed Downham
Producers:  Suzy Macgregor & Natalie Curran 


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.