The approach to use humour and stand-up comedy is one which research confirmed was successful in engaging people on a topic they typically ignore. Instead, people found the adverts relatable, accessible and authentic.
There are more than 11 million people in the UK with less than £100 in savings.
In response to this saving crisis we have launched a new campaign with Nationwide. It is aimed at encouraging people who are not currently putting any money away to start saving something, no matter how small, and regardless of who with.
The work uses comedy to try and make what can be a difficult subject into something both relatable and light-hearted. And, as with all of Nationwide’s previous adverts, all the words were written solely by the people involved in each advert.
The adverts were created by organising and filming a stand-up comedy night involving several up-and-coming comedians who took the theme of savings and put their own personal spin on it in front of a live audience.
This is such a serious issue we don’t care with whom or where or how much we all save on payday, as long as we save something, with someone. And if there is one group of people who can take a topic none of us want to think about, talk about or engage with, and make us look at it in a whole new light, it's comedians. Putting on a comedy night with eight up and coming stand-ups and filming it live, in front of a live audience, we've ended up with a suite of authentic ‘voices’ talking from personal experience about a subject everyone can relate to. Jim Thornton, Deputy Executive Creative Director, VCCP