Nationwide releases latest NFL spot with Peyton Manning

Nationwide initially signed a contract with Peyton Manning in 2014, is back with a series of ads starring the pro football HOFer. The latest campaign comes from ad agency Ogilvy, which has worked on all of Manning’s campaigns, and is titled “So Much More.” The campaign portrays Manning as more than just a quarterback. In the debut spot, which premieres tonight on NBC during the NFL Kickoff game between the Ravens and Chiefs, he “paints” Manning. Subsequent spots in the campaign will appear during broadcasts of NFL games and related programs throughout the upcoming season.

Jim McCoywho has led Nationwide’s marketing efforts since the division’s creation in 2004, told SBJ in June that the insurer’s official NFL contract (which began in 2014) and its Manning contract were the primary vehicles for increasing Nationwide’s exposure. Columbus-based Nationwide is investing the bulk of its annual advertising spending this year to leverage its official NFL contract. The company spent an estimated $163 million on advertising during nationally televised sports programming from Jan. 1, 2018, through May 15, 2024, representing about 54% of the brand’s total TV spending, according to an SBJ analysis of iSpot.tv data.