Nationwide celebrates its second year as an NFL sponsor with the return of Peyton Manning in a new 30-second spot from Ogilvy & Mather.
The ad picks up where last year’s “Jingle” left off, with Manning singing the insurance company’s jingle but swapping in other words from everyday situations. It opens on Manning in the grocery store, enjoying a free sample and singing “That’s a first rate queso dip.” When he finds himself as lost as he’s been in years, his GPS joins in with “Recalculating shortest route.” Manning also asks if his bobblehead really bears his likeness and nods in approval when a cooking show host references his “Chicken parm you taste so good” line from “Jingle.”
“The original ‘Jingle’ ad was one of the highest performing television ads in the history of our brand,” explained Nationwide chief marketing officer Terrance Williams. “It became so engrained in pop culture that people would speak to Peyton using the jingle when they would see him. We used those experiences to develop this new ‘Jingle’ themed advertising.”
“I was really amazed by how much fans embraced the first ‘Jingle’ ad,” added Manning. “I think this latest version of the ad will really capture just how much Nationwide’s jingle has become part of my everyday life.”
The broadcast spot will make its debut today on NBC during the NFL season opening game between the Pittsburgh Steelers and New England Patriots and will continue to run throughout the NFL season. Nationwide plans to “refresh” the ad with new “Jingle” moments during its run. Additionally, the insurance brand, in addition to continuing its partnerships with the Dallas Cowboys and the Denver Broncos, has entered into relationships with six more NFL teams: the Arizona Cardinals, Atlanta Falcons, Chicago Bears, Cincinnati Bengals, Oakland Raiders and Pittsburgh Steelers. The new partnerships will allow the brand to use the teams’ logos and branding in future advertising efforts.
Credits:
Ogilvy
Tom Elia, Creative Director
Zach Korman, Creative Director
Steve Howard, Executive Creative Director
Chris Van Oosterhout, Group Creative Director
Jen Peterson, Group Planning Director
Melanie Baublis, Executive Producer
Production
Director, Josh + Xander (Peyton Manning)
Director, Steve Miller (NFL Team Videos)
Production Company, Radical Media
Editor, Chris Franklin at Big Sky Editorial