This Nationwide ad targets the topic of retirement -- and uses a former quarterback of the Denver Bronco's, Peyton Manning, to do so. Titled 'Lunch,' the commercial shows the athlete enjoying lunch at a casual diner with a friend. Other patrons notice him and begin speaking about him in whispers -- which are voiced in the tone of a jingle.
This melody mirrors the jingle used in former Nationwide ads, helping to reinstate the status of the financial services company. As staff begin to join in as well, Peyton Manning voices that he can hear them -- however he too must speak in a jingle for them to listen to him. Short and simple, this Nationwide ad features a highly recognizable retiree who it's linked itself to previously.
As Terrance Williams, the chief marketing officer of the company explains, "No matter if you’re an NFL quarterback, a small-business owner, a pet lover or just someone who wants to protect the things that matter most, Nationwide stands ready to help you protect your many sides with our breadth of products and services."
Why This Trend Is Growing
- Retirement-focused Advertising
- Financial services companies can create sentimental ads featuring recognizable retired celebrities to attract customers interested in long-term financial planning.
- Jingle-based Marketing
- Companies can leverage nostalgia by incorporating catchy jingles in their ads that viewers remember from previous campaigns.
- Celebrity Endorsements for Financial Services
- Using retired athletes or other celebrities to promote financial services can personalize products in an industry that can feel impersonal.
Industries Being Reshaped
- Financial Services
- Companies within the financial service industry can improve their marketing strategies by introducing sentimental elements and leveraging celebrity endorsements.
- Sports Marketing
- Retired athletes can continue to have valuable partnerships with brands by leveraging their familiarity and status with fans.
- Entertainment Marketing
- Celebrities from all industries can use their brand appeal to attract partnerships with financial service companies looking to offer personalized insurance products.
