Nationwide Employees Are Focus of New 'I am On Your Side' Ad

Steven Schreibman, Nationwide Insurance vice president of advertising and brand management, had never been part of an ad campaign featuring testimonials.

In fact, the ad executive said he "hated the idea" initially. The insurer flew 20 associates to Los Angeles anyway and got Academy Award-winning director Errol Morris to elicit stories from them. Nationwide then had its new campaign, returning to its roots, with its "I am On Your Side" spots.

"He's incredibly accomplished," said Schreibman of Morris. "He knows the delicate balance between the sell and the art. The message ultimately became more genuine. The originality came in pushing the form as far as we could in a way that ultimately becomes fresh."

In favor of the "I am On Your Side" campaign, Nationwide scrapped its popular "Life Comes At You Fast" ads. Schreibman said the company "changed its strategy from one of preparation to one of personalized customer service."

"So many things are going on right now -? with the environment, with the economy and within Nationwide," he said. "It just made sense to take a different tack."

Nationwide employees and agents will be featured in the spots, telling stories about their experiences with customers. Schreibman said the insurer initially thought they would get six spots but it wound up with dozens of stories for the campaign and the mood will range from serious to humorous.

Though an accomplished movie director and documentarian, Morris is no stranger to the business of advertising. According to his Web site, he has directed commercials for American International Group Inc., Citibank, Cisco Systems, Miller High Life, Adidas, Nike, Toyota and Volkswagen.

Dallas-based TM Advertising created the campaign, which will reach people via television, online, print and radio. Behind the scenes footage is available on Nationwide's Web site. Schreibman said Nationwide has its own channel on YouTube.

The "Life Comes At You Fast" ad campaign had a five-year run that featured semi-celebrities Kevin Federline, Fabio and Sanjaya Malakar while urging viewers to be prepared for the unexpected. The ad featuring Federline, shown during the Super Bowl in 2007, has received hundreds of thousands of views on sites such as YouTube.

Nationwide Group currently has a Best's Financial Strength Rating of A+ (Superior).

(To listen to an interview with Steven Schreibman in the near future, go to www.bestdayaudio.com).

(By Chad Hemenway, associate editor, BestWeek: Chad.Hemenway@ambest.com)