July 20, 2012
A USA Today article published today, tells the story of Dale Jr. and Danica Patrick’s involvement with Nationwide Insurance and NASCAR, as well as the most recent work, which Engauge produced. Included in the article is a behind the scenes video montage the agency created.
As the article says, the new campaign is a “series of commercials designed to sell the mutual company as a Main Street alternative to its publicly held competitors, chief marketing officer Matt Jauchius said Earnhardt and Patrick are the right fit to convey a softer, humanized message.”
Nationwide’s new general campaign, which kicks off during the Opening Ceremony of the London Olympics with a Julia Roberts voiceover, will have a tone tailored more like the racetrack commercials of Earnhardt and Patrick that began appearing last year to help showcase Nationwide’s entitlement of NASCAR’s second-tier series.
The commercial featuring Earnhardt and Patrick also will debut July 28 and feature the same lighthearted banter they shared in 2011 ads, as well as real life — Patrick drives the No. 7 Chevrolet for Earnhardt’s JR Motorsports team.
“I love it when commercials take a funny direction,” Patrick told USA TODAY Sports. “They’re the most memorable, too. I definitely like working with Dale. We play off each other. I like that he has the punch line. That’s perfect.”