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The next chapter in Nationwide's "Voices Nationwide" campaign tells the story of Alfred and Elizabeth Idle, the first to ever get a mortgage from the building society in 1884, when it was difficult for those not part of the gentlemen classes to gain a mortgage.

VCCP created the ad by working closely with descendants of the Idle family to stay true to the story, which is written and performed by poet Jo Bell. More than 100 years later, the Idle’s first home is a house in Battersea, London that remains mortgaged by Nationwide. The ad was created by Jon Wicks and Anstice Murray and directed by Greta Wynn Davies and Jim Thornton.