Nationwide Insurance unveiled its newest “Life Comes at You Fast” ad, featuring former American Idol contestant, Sanjaya Malakar. In the tradition of Kevin Federline, Fabio and MC Hammer, Sanjaya becomes the latest celebrity to poke fun of himself in one of Nationwide’s commercials. The company’s website features the new commercial. A new microsite allows fans to upload a personal image and create their own “Sanjaya” look using the Nationwide Sanjaya widget.
In the ad, Sanjaya visits India to seek advice from a wise man who tells him he needs a retirement plan – and a haircut. Sanjaya sports a hairstyle similar to the ones he made famous while on American Idol (Season 6).
At www.Sanjaya-ize.com, fans can upload a picture and try on various hairstyles, outfits and accessories worn by Sanjaya in the new ads and during American Idol. When their look is complete, the Nationwide Sanjaya widget allows fans to share their new look with friends and family.
The ad featuring Sanjaya is one of six new spots designed to help Nationwide reach South Asian American consumers. It will air on U.S. cable stations catering to South Asian audiences. This is the third year for Nationwide’s South Asian advertising campaign.
In addition to Sanjaya’s ad, visitors to the website can view other Nationwide commercials in the new South Asian campaign, as well as behind-the-scenes video and photos of Sanjaya.