Nationwide has revealed the latest instalment of its long running campaign highlighting the brand's point of difference versus the big banks.

The fifth iteration of the campaign was created by Mother in its first above the line campaign for the bank since it picked up the business in February. The spot takes aim at the growing threat of fraud. 

According to UK Finance, as much as £1.17 billion was lost to instances of fraud in the UK in 2024. As consumer concern over online security and the impact of AI continues to grow for banking brands, addressing fraud is increasingly important to building trust.

The campaign marks the fifth instalment of the brand’s long running series and stars Dominic West. The campaign highlights Nationwide’s flagship anti-fraud products and its 24/7 Scam Checker service.

West stars in his ongoing role as the stereotypical banker and CEO of parody rival bank ‘A.N.Y Bank’. He receives a call from his daughter at the airport, but does not believe it is actually her. Before Nationwide’s Scam Checker service, which allows members to talk to Nationwide and check a payment over the phone or in branch whenever they’re not sure, saves the day.

‘A.N.Y. Bank’ has been Nationwide’s creative platform since 2023. The continuation of the campaign is reflective of a broader shift within the industry to embracing long-term brand platforms to build marketing effectiveness over time.

Previous iterations of the long running campaign have focused on Nationwide’s points of difference compared with typical banks. These include the mutual ownership structure and how the brand is free to make decisions in the best interests of members, not shareholders. 

Since the platform launch, Nationwide has gone from 4th to 1st place for spontaneous advertising awareness, and has moved into first place for ‘a banking brand that I have heard good things about’.

Richard Warren, Marketing Director at Nationwide, explained: "Protecting our members from scams and fraudulent attempts is a very important example of how we put our customers first at Nationwide, and a fantastic proposition to highlight in our latest ad. The entire ANY Bank campaign has driven top of market salience for our brand, and record switching performance”.

Imogen Carter, Strategy Director at Mother, added: “Nationwide came to us with a clear growth-driving brief. As a new agency partner, it’s tempting to want to tear everything down and start again. But with a campaign and distinctive assets that were performing well, that wouldn’t have been the right answer for the brand or business. So, instead, we honed it to make it more relevant to culture and the audience, tapping into wider worries about scams and how Nationwide offers help.”

The campaign will run in cinema, on TV, Broadcast Video on Demand and YouTube. Nationwide’s agency includes Uncovered for social, The Romans for public relations and Wavemaker for media.