Nationwide has dropped the “Life Comes at You Fast” national advertising campaign for a new one, “I Am on Your Side,” where insurance agents will share true stories of how they contribute to “an outstanding personalized experience” for customers, according to the property-casualty insurer.

Kevin Federline

The Life Comes at You Fast campaign was introduced in 2004.

“The new campaign is essentially a return to our roots,” said Steven Schreibman, vice president of advertising and brand management for Nationwide, in a statement.

He said the new campaign focuses on “enhancing the customer experience by reemphasizing — and demonstrating” what it offers.

“The people in these ads are not professional actors,” Schreibman said of the new campaign’s stars. “We didn’t script them or tell them what to say. They are real employees telling true stories in their own words about what they do for our customers. Through these testimonies, the campaign shows the ends to which Nationwide will go to serve its customers.”

The Life Comes at You Fast campaign, which urged consumers to prepare for the unexpected with cameos from celebrities like Kevin Federline, Fabio and Sanjaya Malakar, was successful in raising brand awareness for Nationwide. The new campaign will build on brand awareness to differentiate Nationwide from competitors by highlighting the outstanding personalized experience Nationwide provides for its customers, the company said.

Nationwide turned to Academy Award winning director of “The Thin Blue Line,” Errol Morris, to create the television ads.

Stories shared by associates and insurance agents in the campaign range from providing humanitarian relief following a natural disaster to simple call center interactions that make things easier for customers filing a claim.

The new campaign will include broadcast, cable, print, radio and online executions across the country. TM Advertising, based in Dallas, created the campaign.