There’s more to just about anyone and anything than meets the eye. That includes former NFL quarterback Peyton Manning, whose hidden talent is painting in a lighthearted campaign from national insurer Nationwide.

“So Much More,” created by Ogilvy, shows Manning taking a painting class, as he tells the viewer that, much like him, there is so much more to Nationwide. It’s not just an insurance company—it’s also a financial services company, he says. The comic spot continues as Manning and his instructor go back and forth for a bit about the wordplay of Peyton vs. Paintin’.

The campaign is part of a larger platform that Ramon Jones, Nationwide’s chief marketing officer, told Ad Age aims to raise awareness about Nationwide’s financial services offering, which is not widely known but growing.

“Our financial services arm of our business has been growing way faster in the industry—life insurance, annuities, retirements and investments. And so, people know us from our beginnings. They know about our history and our heritage. But my goal has been to tell the complete story about Nationwide, to talk about, yes, a great insurer, but also one of America's largest financial services companies,” he said. 

In addition to the spot, which will air throughout this year’s NFL season, Jones said other campaign iterations will uncover more “hidden talents” from Manning. Nationwide, which has been had an 11-year partnership with the NFL, will also run additional activations around football season. 

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