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TMCNet:  Nationwide Insurance 'Join the Nation' Campaign's New Commercial Focuses on Making Members Whole

[January 04, 2013]

Nationwide Insurance 'Join the Nation' Campaign's New Commercial Focuses on Making Members Whole

COLUMBUS, Ohio --(Business Wire)--

Today Nationwide Insurance announced it will air a new Join the Nation television advertisement featuring a family beginning their day missing literally half of all their personal possessions during the broadcast of the NFL playoffs on CBS and Fox on Jan. 5. This latest installment of the company's integrated national marketing campaign highlights Nationwide's Brand New BelongingsSM offering. In the event of a covered loss, the Brand New Belongings coverage reimburses members for the full cost to repair or replace the covered personal property with new or similar articles to those stolen or destroyed.

"At Nationwide we don't think our members should have to invest twice when the things inside their home have been stolen or destroyed," said Matt Jauchius, Nationwide's Chief Marketing Officer. "We understand that the things that make a house a home don't lose their value to our members just because they've had them for a while. In our new advertising, we're continuing to share with consumers the benefits of being part of the Nation."

The new 30-second spot was developed in partnership with Durham, North Carolina-based ad agency McKinney, highlights Nationwide's Brand New Belongings offering and demonstrates Nationwide's comitment to handling claims fairly, putting members first.

  • Through Nationwide's Brand New Belongings option, members can have personal property repaired or replace it with a comparable new item without any deduction for depreciation. Nationwide will pay the full cost of repair or the replacement cost of an identical or comparable new item, whichever costs less.
  • Members with Brand New Belongings coverage first receive a check for the actual cash value (the depreciated amount) of their covered item. After they purchase a replacement item or have the item repaired, they simply send the receipt to Nationwide, which will pay them the difference.
  • Brand New Belongings is an optional coverage offered on Nationwide Insurance's homeowner, condo and tenant policies.

"The On Your Side promise stands for doing what's right for our members," Jauchius said. "At Nationwide, we're committed to protecting what our members care about most and after damage and theft helping to make them 'whole' again. This is particularly important now as we give our members confidence that their holiday gifts are protected."

Nationwide's Join the Nation campaign first debuted in July 2012, focusing on its mutual structure. Nationwide puts members first, because it doesn't have shareholders.

Actress Julia Roberts provides the voice-over for many creative elements of Join the Nation, bringing home Nationwide's value proposition to consumers.

The ad will continue through the NFL playoffs, and rotate into Nationwide's national broadcast and cable television ad buy.

About Nationwide

Nationwide Mutual Insurance Company, based in Columbus, Ohio, is one of the largest and strongest diversified insurance and financial services organizations in the U.S. and is rated A+ by both A.M. Best and Standard & Poor's. The company provides customers a full range of insurance and financial services, including auto insurance, motorcycle, boat, homeowners, pet, life insurance, farm, commercial insurance, annuities, mortgages, mutual funds, pensions, long-term savings plans and specialty health services. For more information, visit

Nationwide, On Your Side, Join the Nation, and the Nationwide Framemark are service marks of Nationwide Mutual Insurance Company.

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