Nationwide has created an interactive micro site, nationwide.com/dalejr, which will feature behind-the-scenes videos and photos from the recent ad shoot. The ads will be available for viewing on this site in mid-February.

The campaign is a departure from previous Nationwide ads featuring celebrities. Despite the obvious opportunity for a racing pun, the ad does not include the company's famous Life Comes at You Fast line and is not intended to be humorous. It's framed as a customer testimonial, and true story from a family with one of the richest traditions in NASCAR.

"When we considered our approach for 2009 the Earnhardt family's long history with Nationwide presented us with a great opportunity to talk about how many of our customers stay with us for a lifetime," said John Aman, associate vice president of sponsorships for Nationwide.

"This is a serious time for Americans," Aman said. "People are worried about the economy, their jobs, and their retirement plans - so we didn't want to make a joke. We felt like this was an opportunity to tell an honest story about a real family who has been with Nationwide for generations because they appreciate the service and value Nationwide provided. This family just happens to include some of the greatest race car drivers ever."

In years past, Nationwide has featured celebrities like Kevin Federline and Fabio during the Super Bowl. For more information about Nationwide's insurance services, visit www.nationwide.com.

"We've had success in building buzz with Super Bowl ads in the past," Aman said. "At this point in time, we're focused on developing a deeper relationship with NASCAR's very loyal fan base as the official provider of auto, home and life insurance and through this new partnership with JR Motorsports."

Nationwide Insurance Dash 4 Cash
Nationwide also introduced the 'Nationwide Insurance Dash 4 Cash' that will add $25,000 to the winner's purse at the 2009 NASCAR Nationwide Series races at Nashville Superspeedway Kentucky Speedway, Iowa Speedway and Memphis Motorsports Park. Drivers eligible for this competition include full-time NASCAR Nationwide Series drivers and series regulars who are not full-time drivers on the NASCAR Sprint Cup Series. If a driver who is not eligible wins one of the races, prize money will be rolled over to the next race in the competition. The program also includes a $50,000 season-end bonus to the eligible driver with the highest points total over the four races.

"We wanted to provide some additional support for drivers on our series," said Aman. "We also hope that these bonuses encourage competition and contribute to more exciting racing for the fans."

ESPN 'Driver Pick 'Em' presented by Nationwide Insurance
The Nationwide 'Driver Pick' Em' contest is an interactive weekly contest on ESPN.com. Fans will be able to log in weekly to select the winners of 10 head-to-head match-ups for each NASCAR Nationwide Series races. The contest will include cash prizes for weekly and season-long winners.

Photos copyright Nationwide insurance via flickr.

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