Nationwide Building Society’s 2015 advert, titled “On Your Side”, tells a tender and relatable story that resonates with viewers of all ages. The commercial follows a scarf that is passed between a father and son, becomes lost on a train, and is eventually found by a Nationwide employee.
This simple narrative is imbued with warmth and emotion, illustrating moments of care, trust, and connection. Beyond the charming story, the advert serves as a metaphor for Nationwide’s long-standing commitment to its customers, highlighting that the building society has been “on your side” for nearly 170 years. Through careful cinematography, thoughtful pacing, and expressive performances, the advert effectively conveys a sense of reliability, reassurance, and human kindness.
The Music in the Nationwide On Your Side Advert
Song: I’ll Keep You Safe
Artist: Sleeping At Last
Album: Atlas: Darkness (EP)
Released: 2012
The soundtrack for the advert is I’ll Keep You Safe by Chicago-based musician Sleeping At Last (real name Ryan O’Neal). Taken from his five-track EP Atlas: Darkness, the song is characterised by gentle piano melodies, emotive vocals, and a deeply intimate atmosphere.
Sleeping At Last has become known for crafting music that lends itself perfectly to storytelling, with many of his songs featured on the soundtracks of popular TV shows like The Vampire Diaries, Bones, Grey’s Anatomy, and Criminal Minds, as well as films such as The Twilight Saga: Breaking Dawn – Part 1. I’ll Keep You Safe complements the Nationwide advert beautifully, reinforcing themes of care, protection, and trust, and demonstrating how music can enhance the emotional resonance of visual storytelling.