Nationwide Calls Upon Micro Poets for New Series of ITV Idents

Nationwide has unveiled the latest iteration of its Voices Nationwide campaign - a series of spoken word idents sponsoring ITV and UTV documentaries.

For each ident Nationwide challenged a group of poets to write a series of micropoems: poems either 10 or 15 seconds long. The films, which were all shot in one day in an open mic-like setting, were directed by VCCP’s Deputy Executive Creative Director Jim Thornton, who also directed previous Nationwide campaigns.

Each spot touches on one of a number of themes: family, home, friendship, among others – values held by Nationwide, and in their authenticity and naturalness aim to demonstrate Nationwide’s commitment to speaking up for what’s important in society.

Jim Thornton, Deputy Executive Creative Director at VCCP said: “There are a lot of similarities between poetry and copywriting, our selection of poets have proved that they can use 10 and 15 seconds to say things as witty, profound, moving and above all, relevant, as any copywriter ever could.” 

Paul Hibbs, Head of Advertising and Media at Nationwide adds: “These films really help us capture the values we share with our 14 million members, and a perfect way we think to introduce our Voices Nationwide campaign into the ITV idents.”

The first lot of idents launched this month with the next batch airing this week, the first of which was aired before Martin Clunes Islands of Australia on Tuesday 17th at 8pm.