Nationwide's insurance ads won't show nasty bank manager character

LONDON - Nationwide's launch campaign for its latest range of insurance products will not feature comedy actor Mark Benton.

Instead, activity by creative agency Karmarama, will promote the brand's car insurance, which is being provided through a partnership with insurer LV=.

The TV execution, which breaks on 5 January, shows a suited man in a night-time setting, standing on a road as a car accident takes place. As the accident is taken care of, the narrator promotes the price benefits of Nationwide's offer.

The two-month campaign, created by Guy Hedger, marketing director of general insurance at LV, includes outdoor, press, branch network, direct marketing and digital activity.

Robin Bailey, insurance director at Nationwide, said the work would to establish its insurance offering with a hard-hitting, emotive ad, avoiding the 'budget' ads used by rival insurance brands such as Hastings Direct and Direct Line.

The insurance push will run parallel to a brand campaign created by Leagas Delaney, which features Benton's nasty bank manager character.

Separately, Nationwide is seeking a board-level marketer and a head of brand strategy to replace John Sutherland and Peter Gandolfi, who have both departed the brand in the past six months.



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