Sanjaya to star in new ad for Nationwide®
Former “Idol” contestant is the next Life Comes at You Fast® story
FOR IMMEDIATE RELEASE
May 27, 2008
Contact:
Mike Switzer 614-249-4092
switzem1@nationwide.com
Columbus, Ohio — Nationwide announced today that the next star of the Life
Comes at You Fast advertising campaign is Sanjaya Malakar, former
contestant on “American Idol.” Sanjaya will follow in the footsteps of
Kevin Federline, Fabio and MC Hammer, who appeared in previous Life Comes
at You Fast commercials.
“I’m thrilled to star in one of Nationwide’s Life Comes at You Fast ads,
because I really love the campaign,” said Malakar. “My experience on
American Idol is a great example of how life really does come at you
fast. The ad is a funny take on the serious subject of planning for
retirement.”
In the spot, Sanjaya visits a monastery in India to seek advice and he
is told that he needs a retirement plan, and some work on his hair.
This is the third year Nationwide created advertising specifically
targeting the South Asian market. The Sanjaya ad is one of six new spots
that will specifically target the South Asian market.
“The rapidly growing South Asian market is very important to us,” said
Tariq Khan, Nationwide’s vice president for Market Development and
Diversity. “The creative work in these print ads and TV spots reflect
traditions and situations that South Asians can relate to.”
In keeping with its unique campaign, the ad will use humor to make an
important point: Life Comes at You Fast – often before you realize it.
Whether it is getting married, having a child, buying a new home, or
saving for college or retirement, advance preparation is important,
especially when it comes to insurance and financial planning.
“The Life Comes at You Fast concept was created to remind people that
they need to think about preparing for tomorrow,” said Steven Schreibman,
vice president of advertising and brand management for Nationwide.
“Sanjaya’s ad reminds consumers that they need to be prepared for life to
change, because change is inevitable.”
Nationwide, based in Columbus, Ohio, is one of the largest diversified
insurance and financial services organizations in the world, with more
than $161 billion in assets. Nationwide ranks #108 on the Fortune 500
list. The company provides a full range of insurance and financial
services, including auto, motorcycle, boat, homeowners, life, farm,
commercial insurance, administrative services, annuities, mortgages,
mutual funds, pensions, long-term savings plans and health and
productivity services. For more information, visit www.nationwide.com.
Nationwide, Nationwide Financial, the Nationwide Framemark, Life
Comes at You Fast, and On Your Side are federally registered service
marks of Nationwide Mutual Insurance Company.
