GGT has revealed its latest TV work for the Nationwide this week with
two films which represent a marked departure from the agency’s original
work, featuring the building society’s own employees.
The two 60-second films support the core business areas of mortgages and
savings and develop the ongoing theme: ‘In tune with people,
Both films show people either in the midst of home-buying or saving for
the future while moving in rhythm to cheerful soundtracks.
The mortgage film features the track, One Nation Under a Groove, by
Funkadelic, while the savings film uses the Jimmy Cliff song, You can
get it if you Really Want it.
Tracy Morshead, Nationwide’s head of marketing, said: ‘The films do
justice to our size and position in the marketplace. They show us to be
forward-looking, helpful and professional.’
Keir Cooper, the GGT board account director, would not comment on GGT’s
past Nationwide TV campaigns, which received mixed reviews. He said:
‘Everybody who has seen this work is very appreciative. We’ve been
producing excellent press work for Nationwide for some time. The
challenge was always to deliver a TV campaign with potential to build on
The films, which break on 1 February, were directed by Kevin Molony
through TTO. They were written and art directed by GGT’s Graham Cappi
and Alan Moseley.
Nationwide appointed GGT to its pounds 20 million account in May 1993.
The first work, conceived by GGT but largely created by the building
society’s own staff, broke the following February. More than 80
Nationwide staff spent a weekend working on campaign ideas, with three
being made, starring Nationwide employees.