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Nationwide uses its new TV ad to tell people that it is on their side. 18 Feet & Rising created the film for the building society, which will run until October and is supported by digital, print and outdoor activity. The spot uses time-lapse photography to create a montage of everyday life in the UK, backed by a Kylie Minogue soundtrack. The film ends with a narrator explaining: "They say money makes the world go round. We think it’s people." The ad, which also introduces Nationwide’s "On your side" slogan, was created by Alex Delaney and Jonny Leathers and directed by Simon Ratigan through HLA.