• by Fern Siegel , September 6, 2024

Nationwide has a new message for consumers: it’s also a financial services company. That’s the push behind “So Much More,” a new campaign featuring longtime spokesman Peyton Manning.

In the 30-second creative by Ogilvy, the NFL Hall of Famer becomes Paintin’ Manning — proving there is more to him than people think. Similarly, there is more to the insurer than a homeowner's policy.

An estimated 4.1 million Americans will turn 65 in 2024 — and retirement may loom. While it means different things to different people, everyone understands that a financially secure future is in their best interest.

The new spot debuted Sept. 5 at the NFL's opener between the Kansas City Chiefs and the Baltimore Ravens. It will run throughout the football season on NBC, CBS, Fox Sports, ESPN/Disney, Amazon, Bleacher Report and YouTube.

“When you hear 'Nationwide is On Your Side,' what comes to mind? If you said insurance, so would the majority of the population. It’s not an incorrect answer, it’s just an incomplete one. The strategy for our new campaign — 'So Much More' — grows people's definition of what Nationwide can do for them. This message is even more important now as financial-related topics are top of mind for consumers — interest rates, inflation and retirement,” Jeff Traverso, Ogilvy senior partner-managing director, told Agency Daily.

As a standalone entity, Nationwide’s financial services business alone would rank No. 129 on the Fortune 500 list.  

“These new ads showcase how people are frequently so much more than what they appear to be. And Nationwide is so much more than an auto and home insurance company. They’re also a financial-services giant that can help customers with things like planning for retirement and protecting their long-term goals,” added Manning.

TD Bank, Powerade and IBM have recently been added to Ogilvy's client roster.