Nationwide 'values' by 18 Feet & Rising

The three spots are set in a series of fantastical worlds inspired by pop-up storybooks and continue to use the line: "On your side."

In the first ad, which launches Nationwide's new SavingsWatch product, a couple walks through a dark cityscape towards a light, welcoming part of the world – a metaphor for not customers not feeling left in the dark.

The work was written by Stephen de Wolfe, Alex Delaney and Max Weiland. It was directed by Phillipe Andre through Independent.