A new series of spots by the U.K.'s Nationwide Building Society features real-life people recording messages to their future selves in six months' time, reminding themselves of life during coronavirus lockdown.
The ads, continuing the brand's "Voices" series via VCCP that focuses on authentic words from spoken word artists, include a message from Deana, who reminds herself of some of the community spirit, helpful neighbors and good times during the lockdown. Another film features Laura, who reminds herself to check in on her mom and to ask people "How are you?" like you really mean it, while a couple, Maria and Matt, speculate on what their forthcoming wedding day might be like.
Those featured are spoken word artists who have all appeared in previous Nationwide ads. They filmed themselves in their own homes and the campaign was completed in a week during the current lockdown period. The ads also highlight the support that Nationwide is giving to its customers during the current challenging period, including pointing them to a dedicated support page on its website.
“Our Voices Nationwide campaign has always been about ordinary people speaking up for what’s important to them, rather than a brand telling us what’s important,” said Jim Thornton, VCCP’s deputy executive creative director, in a statement. “So, at a time when fear is rife, emotions raw and the future uncertain for all of us, who better to turn to spoken word artists to give us hope, make us smile and articulate how so many of us feel?”