Nationwide announced today that the next star of the Life Comes at You Fast advertising campaign is Sanjaya Malakar, former contestant on âAmerican Idol.â Sanjaya will follow in the footsteps of Kevin Federline, Fabio and MC Hammer, who appeared in previous Life Comes at You Fast commercials. âIâm thrilled to star in one of Nationwideâs Life Comes at You Fast ads, because I really love the campaign,â said Malakar. âMy experience on American Idol was is a great example of how life really does come at you fast. The ad is a funny take on the serious subject of planning for retirement.â In the spot, Sanjaya visits a monastery in India to seek advice and he is told that he needs a retirement plan, and some work on his hair. The Sanjaya ad is one of six new spots that will specifically target the South Asian market. âThe Life Comes at You Fast concept was created to remind people that they need to think about preparing for tomorrow,â said Steven Schreibman, vice president of advertising and brand management for Nationwide. âSanjayaâs ad reminds consumers that they need to be prepared for life to change, because change is inevitable.â
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