Ad Age Reports: New Nationwide Campaign

Nationwide is launching a new campaign to compete against big players like Progressive, Allstate & Geico. Featuring the voice over of Julia Roberts, “The Anthem” TV spot will kick off the campaign during the Olympics.  Other advertising elements will include print, radio & digital.

This campaign represents a shift in messaging for the once cheeky & funny brand.  By asking viewers to “join a different kind of insurance company,” Nationwide takes a gentle stab at their public competition; those seemingly focused on profits, not people. Of the campaign’s shift, Nationwide Chief Marketing and Strategy Officer Matthew Jauchius said, “When you have a competitor spending over a billion dollars on ads, which we do, you have to break through the clutter in a relevant way. We are going against the grain in the marketplace by taking a more sincere tone, an authentic tone…rather than just a yuk with a phone number, which seems to characterize our category today.”

What do you think? Is the new, serious tone effective? Does it break through the proverbial clutter?

You can find the original article here.


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