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ADVERTISING CAMPAIGNS

Editor’s Pick. Nationwide ‘Proud To Be Different’ advert

Agency: Leagas Delaney

Client: Nationwide

Britain, Britain, Britain!

Nationwide Building Society is launching a new ad campaign delivered by Leagas Delaney, featuring some of the nation’s best loved characters from sketch show ‘Little Britain’.

Featuring Little Britain’s Matt Lucas and David Walliams as Lou and Andy, Vicki Pollard and the Victorian Ladies, the new work breaks on May 16 and will run across TV, posters, print, online and in branches featuring the strap line: Nationwide ‘Proud To Be Different’. It will also see Tom Baker reprise his voiceover role.

It is the first time the much-loved Little Britain characters have featured in an advertising campaign. They will star in TV executions that have been seamlessly extended into moving digital banners as well as on posters, press and in-branch work.

Fat Fighter Majorie Dawes will also be used for poster and in-branch advertising while other characters will be introduced later in the year.

The first execution will star Britain’s most iconic teenage delinquent Vicky Pollard, who mistakes a branch of Nationwide for a chip shop. A confused Vicky and friend Rochelle, played by Walliams, attempt to order chips, battered sausage and a deep fried pizza only to find they are in a Nationwide branch.

The staff try to explain that they “do money” not chips and, with no shareholders to pay dividends to, can focus on their customers instead. An outraged Vicki storms out complaining “they don’t even do chicken nuggets.”

The integrated media campaign was planned and bought across TV, outdoor, press and digital by MPG Media Contacts.

The activity was planned to reignite Nationwide’s brand presence, rapidly rebuilding awareness and consideration.  It will seamlessly support the digital product activity running across search, aggregators and affiliates, also being planned and bought by MPG Media Contacts.

 “The new TV ads are iconic, full of humour, and are a natural foil for the common sense approach Nationwide has to financial services,” said Nationwide’s divisional director of customer strategy and marketing, James Boulton.

“These ads are further evidence of our commitment to showing how our mutual model, combined with great service, and a commitment to long-term value for our members, makes us very different.”

AJR
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