Dale Earnhardt Jr. is again resurfacing as a Nationwide spokesperson, with new television commercials set to debut during the Daytona 500 on Feb. 21.

The professional stock car racing driver and son of the late NASCAR legend Dale Earnhardt Sr. has appeared in Nationwide commercials since 2009. Nationwide began majority sponsorship of Earnhardt’s No. 88 car in 2015, Nationwide spokesperson Jarrett Dunbar told Carrier Management via email.

Nationwide said that two Earnhardt television spots will start airing during the Daytona 500, with new spots to air throughout the NASCAR season. The spots are designed to show different sides of the racing celebrity. According to Nationwide, the 30-second spots were filmed in December 2015 at JR Motorsports (Earnhardt Jr.’s management company and stock car racing team) and Dirty Mo Acres, Earnhardt’s property in Mooresville, N.C. Ogilvy & Mather Advertising of New York developed the concepts.

Dunbar explained that the new campaign is designed to help showcase Nationwide products including commercial insurance, pet insurance, financial and retirement plans, and also home and auto insurance.

Aside from Earnhardt Jr.’s celebrity status, Nationwide chose the NASCAR driver as a spokesperson because “it’s an authentic and personal relationship.”

“The Earnhardt family has been Nationwide members for 35 years,” Dunbar said. “Dale has personally been a Nationwide member for 25 years. We take great pride in being able to protect the things that matter most to Dale, his family and his team.”

Source: Nationwide