Nationwide has launched its latest advert poking fun at its shareholder-owned rivals, starring Hollywood actor Dominic West.

The Swindon-based business has previously attracted controversy for its Good Way to Bank campaign, which features the English actor as the boss of the fictional A.N.Y Bank.

In his latest reprisal of the role, The Crown star is conducting business on the golf course while speaking to his assistant, played by comedian Sunil Patel, on the phone.

The building society’s advert mocks rival banks owned by shareholders after Sunil Patel’s character points out that Nationwide has shared its profits with nearly four million of its members.

Dominic responds: “We can’t compete with that, our shareholders like to keep most of the profits for themselves.

“Shareholders are the beating heart of this bank.”

His character is then asked if he has “lost your balls” while avoiding long grass on the golf course.

The advert is concluded by a voiceover adding the building society gave £100 to every eligible member this year, through its Fairer Share Payment.

Nationwide’s advertising campaign has drawn criticism from rivals like Santander, who lodged an official complaint about another promo, in the past.

The business, headquartered on Pipers Way, says it is continuing its campaign to position itself as a “modern and confident challenger to the big banks.”