Nationwide Introduces Culturally Relevant Hispanic Ad Campaign.

Santiago Vega just walked away from an accident. He hears people talk but it all sounds like foreign language to him. Meanwhile, Mr. Rodriguez is literally invisible to the rest of the World because he doesn’t have an extensive driving or insurance history. Rodriguez and Vega’s ailments disappear when they talk to a Nationwide agent.

‘Foreign Language’ and ‘Invisible Man’ are the titles of the two Spanish language campaigns, and their message clearly speaks directly to the growing Hispanic populations while echoing the message of Nationwide “Is On Your Side” – Nationwide ‘Está De Su Lado’ in Spanish.

Both campaigns will run through 2004 on Hispanic networks such as Univision, Telemundo and Telefutura; as well as local print and radio Hispanic media in twenty-five major U.S. markets.

“Nationwide is committed to become the first choice for insurance within the Hispanic community,” says Nancy Barcalow, Nationwide Marketing Officer.

Bromley Communications, Nationwide’s Hispanic ad agency, chose Argentinean director Andy Fogwill to create the TV spots. His directing credits include Spanish language spots for Toyota, McDonald’s, Castrol, Miller Genuine Draft, Miller Lite and Procter & Gamble. The award-winning Fogwill was chosen because of his extraordinary creative talent and cultural knowledge.

“It’s not enough to simply translate Nationwide’s general market advertising into Spanish. Images and stories that are culturally pertinent to Hispanics have a much stronger resonance and positive impact,” says Luis Calva, Hispanic Marketing Specialist for Nationwide.

‘Foreign Language’ describes the feeling of not understanding a word of what is being said after suffering a crash, and how Nationwide agents will help Hispanic clients understand the claims process by providing respectful and personalized service. The ad focuses on making the customer feel safe and protected.

‘Invisible Man’ dramatizes the plight of people who don’t have extensive driving or insurance histories – they’re “invisible” – and show that Nationwide has products that fit their needs.

“We are very proud of our commitment to the Hispanic market and of the trust we have gained from them,” says Marco Capalino, Director of Diverse Markets for Nationwide. “Not only are we reaching out to them through our advertising campaign, but we are demonstrating our dedication by backing our commercials with bilingual agents who interact personally with the Hispanic customers, treating them with respect and focusing on their needs,” he says.