Nationwide Building Society, in its largest rebranding effort in 36 years, sought to emphasize its commitment to accessibility and personalized service amidst a trend of larger banks closing branches. The campaign aimed to highlight the value of face-to-face interactions, as 63% of people prioritize local branches.

The casting process for the Nationwide ad began with Dominic West already selected for the lead role, deemed the perfect fit. However, the search intensified for the ideal Executive Assistant to complement West's character. The chosen actor needed a delicate balance of subtlety and humor, with strong improv skills without overshadowing the main star. Casting directors scouted talent across Europe, casting a wide net to find the right fit. Sunil Patel emerged as the standout candidate, a diamond in the rough. His compelling presence, combined with a great look, subtle humor, and adept improv abilities, made him the perfect match for West's character. Sunil's ability to hold his own against a megastar like West ensured a seamless dynamic on screen.