TM Quarterbacks 3 of Insurer’s Spots

DALLAS TM Advertising will break two spots for Nationwide Insurance on Sunday’s Super Bowl pre-game show, in addition to a third-quarter commercial featuring male model Fabio, the agency said.

All of the new work is built on the tagline “Life comes at you fast,” the agency said.

The pre-game spots, “Proposal” and “Swing,” present Nationwide as the company to have on your side for unexpected financial events, the agency said.

The Super Bowl spot, shot on-location in Venice, Italy, and in Los Angeles studios, is the first for the client and the agency. Nationwide, based in Columbus, Ohio, last year created regional Super Bowl ads featuring 1980s hip-hop star M.C. Hammer.

In “Gondola,” Fabio romances a beautiful young woman along the canals of Venice. The spot reveals Fabio facing one of life’s big moments, the agency said.

“Humor is a great way to connect with people, and it’s why this campaign has been so successful with consumers,” said Jim Ferguson, executive creative director for TM, an Interpublic Group agency in Irving, Texas.

Similar 30-second spots are being developed for the Winter Olympics that begin Feb. 10, the agency said.

Steven Schreibman, vice president of advertising and brand management for Nationwide, has increased the client’s ad spend since his arrival in 2003. The company spent $49 million on advertising in 2004 and $55 million through November 2005, per Nielsen Monitor-Plus.