Nationwide(R) Extends Its Humorous Life Comes At You Fast(R) Campaign

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Nationwide(R) Extends Its Humorous Life Comes At You Fast(R) Campaign
              New advertising targets South Asians in the U.S.

    COLUMBUS, Ohio, Sept. 28 /PRNewswire-FirstCall/ -- As part of its plan
to target South Asians in the United States, Nationwide and A Partnership
Inc. created new work based on the humorous Life Comes At You Fast brand
campaign. The advertising, which launches this month, is Nationwide's first
effort created specifically for this market.
    "Connecting with the rapidly growing South Asian population is very
important to us," said Tariq Khan, vice president of market development and
diversity for Nationwide Financial Network, an affiliated retail
distribution business of Nationwide Financial Services, Inc. (NYSE: NFS).
"We wanted to create work that reflects scenarios and traditions that are
relevant to them. This campaign is an example of our growing support of
diverse markets."
    Five TV spots will appear on prominent South Asian networks, and a
print campaign will run in major newspapers. There will also be online,
in-theater and other out-of-home executions. The campaign will be national
with a focus in key South Asian markets.
    Additionally, Nationwide is sponsoring several South Asian events,
including the India Independence Day Parade, Pakistan Parade and Diwali
celebrations in November.
    TV spots reinforce Nationwide's brand messaging
    In "Reflection," the first TV spot to air, a young man is seen admiring
his good looks in the bathroom mirror. After one last satisfied look, he
opens his medicine cabinet to grab a hairbrush. When he closes the door,
the reflection is no longer a handsome, 20-year-old, but an overweight,
balding 55-year-old. As the baffled man continues to stare at his older
reflection, the voiceover states, "Life comes at you fast. Plan your
retirement with Nationwide."
    In another spot, "Doll," a father, holding a toy stethoscope, asks his
toddler son if he'd like to be a doctor. The son, sitting on a couch
surrounded by dolls, shakes his head no. Next, the father uses a toy plane
to see if his son would rather be a pilot. But when the father looks up, he
sees that his son is now 17, and that the dolls surrounding him have
transformed into three teenage girls dressed in punk-rock fashion.
    "We use humor to get people's attention while relaying an important
message," said Steven Schreibman, vice president of advertising and brand
management for Nationwide. "Our ads help consumers understand the value of
planning and preparation. This campaign is designed to build brand
awareness among South Asians and to show that we are on their side."
    Schreibman said they pre-tested the ads, and the feedback from the
target market shows they easily understood the spots and the content was
highly relevant to them.
    "I think it demonstrates that Nationwide has an intelligent approach to
creating advertising, and it's reflected in the fact that we have a brand
campaign that's resonating across diverse and general markets alike," he
said.
    About Nationwide Financial Network
    Nationwide Financial Network(SM) is comprised of Nationwide Life
Insurance Company of America, a wholly owned subsidiary of Nationwide
Financial Services, Inc. (NYSE: NFS), and its subsidiaries. NFS is a
publicly traded company based in Columbus, Ohio, that provides a variety of
financial services to help consumers invest(i) and protect their long-term
assets, and offers retirement plans and services through both public- and
private-sector employers.
    Nationwide Financial Services is part of the Nationwide group of
companies, which offers diversified insurance and financial services. The
group is led by Nationwide Mutual Insurance Company, which is ranked No. 98
on the Fortune 500 based on 2005 revenue(ii). For more information, visit
http://www.nationwide.com.
    Nationwide, Nationwide Financial and the Nationwide Framemark are
federally registered service marks of Nationwide Mutual Insurance Company.
    About A Partnership Inc.
    A Partnership is the country's leading independent Asian-American
advertising agency. With offices in New York and Los Angeles, the award-
winning agency holds a client list that includes such blue-chip names as
Anheuser-Busch, the Centers for Disease Control and Prevention, General
Motors, Nationwide and the United States Postal Service. For more
information, visit http://www.apartnership.com
    Securities and Investment Advisory services offered through Registered
Representatives and Investment Adviser Representatives of 1717 Capital
Management Company, P.O. Box 15626, Wilmington, DE 19850, (302) 453-3800. A
Registered Investment Adviser. Member NASD, SIPC. A Nationwide Financial
company.
     (i)  Nationwide Investment Services Corporation, member NASD. In MI only:
          Nationwide Investment Svcs. Corporation.

     (ii) Fortune Magazine, April 2006

    Media Contacts:

    Dan Orzano
    614-677-5115
    orzanod@nationwide.com

    Jeff Botti
    614-249-6339
    bottij@nationwide.com
SOURCE Nationwide Financial Services, Inc.
http://www.nationwide.com
http://www.apartnership.com
http://www.prnewswire.com/comp/607050.html /
CONTACT:
Dan Orzano, +1-614-677-5115, or
orzanod@nationwide.com, or Jeff Botti, +1-614-249-6339, or
bottij@nationwide.com, both of Nationwide Financial Services,
Inc.