For Nationwide's Matthew Jauchius, Marketing Is the Best Policy

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Promoting insurance services has traditionally relied on earnest pitchmen or scenes of car trips gone awry. But exotic birds?

Nationwide’s spots in the recent past featured scenes like a guy sitting in his living room with three tropical parrots on his head, singing the Nationwide theme song while a dude dubbed “The World’s Greatest Spokesperson in the World” interviewed him.

Photo: Sasha Maslov

Not everyone was amused—among them, Matthew Jauchius.

Nationwide wanted a strong concept to go up against the Geico gecko and the Aflac duck.

AW+

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