Nationwide TV spots focus on fair treatment for customers

Nationwide is launching a £15 million TV and press campaign to convey the message that its current account and mortgage products offer good rates to all.

Leagas Delaney has created two TV commercials that use complex production techniques to show different stages of the house-buying process and various ways a young woman uses her current account.

The TV ads, which break during the next month, will be supported by a national press campaign that will highlight the rates on offer from Nationwide. The mortgages ad breaks on 9 June and the current account ad on 9 July.

Leagas' mortgage spot uses a multi-layering technique to show a couple's lifetime of house buying within a few seconds. The voiceover explains that consumers will get low rates "whether you're a first- or fifth-time buyer".

Both TV ads support the central Nationwide brand promise of "proud to be different". The current account ad shows a young woman in different shopping moods, building to the stage where we see four versions of her on screen simultaneously.

The commercials are the directorial debut of Olivier Gondry, the brother of Michel Gondry, through Partizan London and Paris. They were written by Rob Burleigh and art directed by David Beverley.

Olivier Gondry worked on the post-production of the Kylie Minogue video Come Into My World, which was directed by his brother. It used a similar multi-layering technique to show Kylie in different scenes simultaneously.

The Nationwide advertising required a month of post-production, through Partizan Paris and Twist Laboratories, following a two-week shoot in Surrey and London.

The commercials are backed by a music track from the jazz artist Dave Brubeck, entitled Unsquare Dance. Brubeck was also involved in the sound-editing process with Leagas and Wave.

Nationwide's TV commercials target a broad audience and will run on the main terrestrial and satellite channels. Media planning and buying was through Mediaedge:cia.

Justin Bairamian, the managing director of Leagas, said: "The whole ethos of Nationwide is about treating everyone equally. Most providers offer exclusive rates to first-time buyers, while Nationwide offers great rates to all buyers. The task was then how to represent this visually and the creative team developed the idea of multiple images to express the idea of treating all people the same."

Burleigh said: "These commercials build on Nationwide's heritage of visually arresting advertising. They couldn't be for any other financial institution. They will help Nationwide cut through in an extremely cluttered market."

Leagas, which created the famous Nationwide "stop frame" work in the 80s, won back the main Nationwide creative account in late 2001. It went on to add the mortgage creative account last July after a pitch against Nationwide's internal creative department.