Nationwide Building Society in the UK is promoting the “Proud to be Different” promotion in an integrated advertising campaign featuring characters from British comedy series Little Britain. Three commercials starring Matt Lucas and David Walliams, are being supported with print, outdoor, digital and in-branch activity.
The first advert features Britain’s most iconic teenage delinquent Vicky Pollard and her friend Rochelle. Mistaking the Nationwide branch for a chip shop, Vicky attempts 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”.
Click on the image below to play the No Partners video in YouTube (HD)
The second ad, featuring Emily and Florence, two ladies going about their ladylike business, like any other normal ladies, illustrates the fact that all Nationwide’s products are available to all existing customers whether they are ladies or er… men.
Click on the image below to play the Ladies video in YouTube (HD)
The third ad, featuring Andy and Lou, showcases Nationwide’s sponsorship of the England football team. Lou, the long suffering carer for supposedly wheelchair-bound Andy, approaches England manager Fabio Capello as he watches his England team train. While his back is turned, Andy leaps out of his chair, takes on Theo Walcott, Jermain Defoe and Peter Crouch before booting the ball past goalkeeper David James to score. As ever, he is back in his chair before Lou notices a thing despite the stunned faces of the team.
Click on the image below to play the Football video in YouTube (HD)
James Boulton, Nationwide’s divisional director of customer strategy and marketing, said: “The new TV ads are iconic, full of humour, and their extreme nature is a natural foil for the common sense approach Nationwide has to financial services. 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.”
The adverts are online at nationwide-members.co.uk along with behind the scenes footage from the shoot.
Nationwide has also launched a brand new four year Football Bond, to coincide with the World Cup, which offers an additional bonus if England lifts the cup in South Africa. If you register for the Football Bond before 31 May 2010, you could win a once in a lifetime trip to South Africa and the opportunity to see the England team play.
The Little Britain campaign was developed at Leagas Delaney, with media planning and buying handled by MPG Media Contacts. The ads were voiced by the Little Britain’s narrator Tom Baker.