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Nationwide Insurance Uses Toddlers to Show Priority Service
By: Cindy Wendland
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Nationwide Insurance highly promotes to the football-viewing public. Quarterback Peyton Manning is one of their spokesmen. During the Packers/Cowboys football game, Nationwide Insurance aired their Toddler TV commercial and scored some points.

The Toddler Nationwide TV commercial put toddlers in adult situations where they experienced poor service. The situations ranged from waiting in a long line at the DMV to waiting for service at a restaurant to waiting on hold. One toddler throws and smashes his cell phone while another rubs her head in frustration. Most TV viewers can identify with those feelings.

Then Nationwide puts a little girl next to a dented car. The Nationwide rep tells her he will take care of it while the background voice states that Nationwide puts members first. The toddler changes into a grown woman and now viewers feel the commercial is being addressed to them. The woman looks relieved and comforted.

At times in life, situations raise emotions in adults and we feel like a toddler and want to have a tantrum. Some adults do. Other adults deal with it more maturely, but regardless, we all feel those emotions and wish we could just release them and smash that cell phone. As adults we realize we have to buy a new cell phone and that would cause additional pain, so we just trudge through the discomfort. Nationwide hit a chord by addressing these emotions and by calming them. They come across as a caring organization. In addition, the commercial employed the cuteness factor, and that is typically a win.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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