What does it take to make consumers switch to a new bank or building society? Well Nationwide has decided to promote the notion that it is “on your side” in its latest burst of television advertising.

Nationwide”s 60-second ad, which broke this weekend during ITV1”s Downton Abbey, is from ad agency 18 Feet and Rising. It focuses on the everyday moments in people’;s lives, showing how Nationwide can help them save for the future or buy a home.

The campaign is the first activity since Andy McQueen became marketing director. He explains that: “Nationwide is proud of the fact that, as a building society, we put the needs of our customers first. Rather than trying to maximise profits for shareholders as the banks do, we help people make the most of their finances whilst ensuring their cash is safe and secure. On your side is Nationwide”s promise to help hard-working people get on better with their money. The new campaign will bring this to life by showing how we really do help them, whether it’;s managing their day-to-day finances better, or saving for the big things in life, such as your first home or your child’;s education.”

Commenting on the creative, Jonathan Trimble, Managing Partner of 18 Feet & Rising, says of the campaign: “No jokes, fake staff smiles, or karaoke – this work shows how Nationwide puts the people it serves centre stage, as it’;s done for 160 years.”

“No jokes” is a significant shift from Nationwide”s most famous TV ad campaign which featured Mark Benton as a rotten (but funny) banker. The new focus echoes the brand strategy at Halifax which also launched a service-oriented TV ad this week.

The music behind the advert can be downloaded for free until Midnight on Friday 23rd December, from this link:

http://your.nationwide.co.uk/your-news/articles/Pages/festive-present.aspx