Nationwide is rounding out its trio of songsters with a new addition. The Columbus, Ohio-based insurer will air a spot tonight starring Leslie Odom Jr., known for his role as Aaron Burr in the hit Broadway musical "Hamilton." In the commercial, airing during Thursday Night Football on NFL Network, Mr. Odom, who won a Tony for his "Hamilton" performance, sings about the many sides of Nationwide, including the "mom side," the "just-be-calm side," and the "I-never-thought-I'd-get-married-at-65 side." The 30-second spot, part of a larger campaign that debuted in August, is meant to convey to consumers that Nationwide is more than just an auto insurance brand.
The "Songs for All Your Sides" campaign has also included spots from musicians Rachel Platten and Brad Paisley. Two years ago, Nationwide, which was founded in 1926, consolidated its different brand offerings, such as Scottsdale Insurance and Veterinary Pet Insurance, under one single brand and the new campaign is also intended to help solidify that strategy.
Chief Marketing Officer Terrance Williams has said that the "Nationwide is on your side" jingle, which is used in the new campaign, is one of the brand's marketing strengths. Nationwide spent $278.9 million on measured media in the U.S. last year, according to Ad Age's Datacenter.
Ogilvy & Mather, which won Nationwide's lead creative duties earlier this year, worked with the insurer to create the campaign. A Nationwide spokeswoman said additional stars may join the campaign at a later date.