In a recently-launched campaign, Nationwide revives its familiar theme, "Nationwide is on your side," with ads that declare the company is "On your side." Television commercials use several notes from the company's longtime "Nationwide is on your side" jingle.
There will be six commercials initially, according to Steven Schreibman, Nationwide vice president for advertising and brand management, and additional video clips of the employees will be available on the Nationwide Web site. There will also be ads in print and Radio.
Nationwide is among several marketers that are evoking vintage themes, slogans, jingles and ad characters with a contemporary twist. Others include Bumble Bee tuna and Cotton Inc.
In the insurance category, nostalgic elements are highly popular. Allstate ads ask, "Are you in good hands?," which echoes the theme, "You're in good hands with Allstate." State Farm ads feature people declaring, "I'm there," along with the theme, "Like a good neighbor, State Farm is there."
TM Advertising in Dallas, part of the Interpublic Group of Companies, is creating the "On your side" campaign for Nationwide. The agency also created the "Life comes at you fast" campaign.
The switch in themes comes as Nationwide is conducting a review for the creative part of its account, in which TM is taking part along with three other finalists. The goal of the review is to "make sure our advertising is the most effective and efficient it can be," Mr. Schreibman said, adding that he hoped there would be a decision "within the month."
(Source: The New York Times, 04/13/09)
