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9 January 2020

Third act plot twist

by Jason Stone


Nationwide: “The Guilt Fairy” - 60s

This is one of those rare commercials that captures your attention as you browse Twitter on your phone during an ad break. The conversation taking place is profoundly authentic… and, given the personnel involved and their history of pointing cameras at ordinary people, we don't doubt that it is completely genuine.

Better still, it's an extraordinarily honest conversation, and not one you'd necessarily expect a bank or building society to want to associate themselves with. The candid conversation taking place is one with a moral dilemma at its heart… should this couple exploit the equity in their house for a series of late life adventures or should they provide an inheritance for their children?

It's a question which undoubtedly sits in the heads of many people that age and this film will resonate with many of them. The decision to capture an un-acted discussion of the issue really pays off by making it feel relevant and timely. Not one for the awards juries, no doubt… but this is excellent advertising.


Creative Agency: VCCP Ⓟ Ⓦ
Deputy ECD: Jim Thornton
Creative Director: Laura Muse
Creative: Aly Golani ♀ Ⓟ Ⓦ / Emma Jackson ♀ Ⓟ Ⓦ
Agency Producer: Greta Wynn Davies
Ass't Prod (Agency): Hope Sutherland
Agency Prod Man: Joe Fathers
Colourist: Lewis Crossfield @ Time Based Arts Ⓟ Ⓦ
Sound Designer: Andy Humphreys @ Bark Soho Ⓟ Ⓦ

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.