This is a really horrible, cold, soulless advert, clinically calculated by a bunch of suits in a conference room with a whiteboard, and typical of the mushy soppy mawkish nonsense corporations like to try to buff up their image with. It's an insult to the intelligence and has practically nothing to do with Nationwide. And it's completely unimaginative; scores of ads have gone for that child-growing-up cliché. It's bad enough we get those interminable gushes of saccharine from John Lewis at xmas.