See the Spot: Julia Roberts Partners With Nationwide Insurance

Campaign Takes More Serious Tone Than Previous Effort, 'World's Greatest Spokesperson in the World'

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Nationwide Insurance has ditched its geeky "World's Greatest Spokesperson in the World" character for the Pretty Woman. Well, sort of . A-list actress Julia Roberts does not appear in the insurer's new ads, but she serves as the voice-over for the campaign, called "Join the Nation."

That's not to be confused with The State, as in State Farm's "Get to a Better State" campaign.

"When we were considering how to bring our message to life, we were looking for a familiar voice that would bring our brand attributes to life," Jennifer Hanley, senior VP-brand marketing for Nationwide, said in a statement. "Julia Roberts' voice brings an assuring, confident tone to the campaign that resonates well with our target audience."

The creative agency is McKinney, of North Carolina. The first TV ad will debut during NBC's broadcast of the Summer Olympics opening ceremonies. Above, an exclusive first look at one of the spots.

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