Nationwide Radio ONE MINUTE by Radioville

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Industry Banking & Financial Services
Media Radio
Market United Kingdom
Agency Radioville
Director Ben Fairman, Ian Mactavish
Creative Director Tim Craig
Account Supervisor Stephen Donovan
Released June 2004

Credits & Description

Advertising Agency: RADIOVILLE, UNITED KINGDOM, London
Creative Director: Tim Craig
Scriptwriter: Mark Gilmore/Rich Johnston
Agency Producer: Liz Oliver
Account Supervisor: Stephen Donovan
Advertiser's Supervisor: Steve Vinal
Director: Ben Fairman/Ian MacTavish
Sound Engineer: Jim Griffin

Script in English

David: Can I help you sir?

Matt: Yes please, I’m buying a new house and looking for a mortgage but I’m in a wee bit of hurry.

David: Can’t hurry a mortgage sir. Most important decision you’ll ever make.

Matt: Well, Nationwide have a one minute mortgage promise, they can actually make a decision in a minute.

David: Nationwide?

Matt: Yes.

David (Mocking): ”Actually make a decision in a minute”. Well, … we can do that as well, now, actually, we just started in fact.

Matt: What, you can make a mortgage decision in a minute?

David: Yes, yes, in a minute. Quicker even. I can make a decision just looking at your face. Go on, try me.

Matt: Oh, great, well then, can I have a…

David: No.

FV: Unlike some places, Nationwide could give you a mortgage decision, in principle, within a minute. So if you’re looking for a new home and you want a decision in a minute, go to Mortgages subject to status, age, valuation and security. Written quotations on request, calls to 0800 302010 may be recorded.
Brief Explanation

The voiceover artists in this radio campaign are Matt Lucas and David Walliams, two popular comedy actors in the UK.

Our reason for casting them - which we did before the Little Britain TV phenomenon kicked off - was because they are fantastically versatile RADIO actors. Our advertising idea needed obvious 'cartoon' style characters, to give us license to send up differences in service between Nationwide and its competitors, but without causing offence by making it too real or sour. In other words, we needed the listeners to be 'in on the joke', and that way win their trust and affection. Matt and David can play a range of characters, and switch roles from antagonist to protagonist with consummate ease - no one listening minds - in fact they love it.