Who Is the Black Female Singer in the Nationwide Commercial?
Exploring the voices behind the ‘On Your Side’ jingle and the artists who gave them life*
(By Carmichael Phillip)
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Introduction
If you’ve ever seen a commercial for Nationwide Mutual Insurance Company (commonly known simply as “Nationwide”) featuring a soulful, black female voice singing the familiar “Nationwide is on your side” jingle, you’ve likely wondered: Who is she? The answer is: there isn’t just one, but several. Over time, Nationwide has tapped in several prominent black female singers for different campaigns and soundtracks of their signature jingle. In this article, we’ll identify the key artists, clarify which one you’re likely hearing, and explore the history of the jingle and its evolution.
The iconic jingle and its evolution
The jingle itself — “Nationwide is on your side” — has roots going back decades. The original campaign slogan was developed by jingle-writer Steve Karmen in 1969.
Over the years, the company refreshed the jingle and its renditions many times to keep it contemporary and resonant with audiences of different generations.
Because of these updates, you may hear different voices, styles or versions of the jingle depending on the campaign and when the ad aired.
Meet Jill Scott: One of the primary voices you’re hearing
One of the most prominent black female singers to feature in a recent Nationwide campaign is Jill Scott. In May 2021, Jill Scott partnered with Nationwide for their “On Your Side Soundtrack” campaign.
Here are some important points:
Jill Scott lent her voice to a version of the jingle in which she sings with her signature melodic style, adding new lyrics to the established tune.
According to the coverage, Nationwide’s marketing team selected Jill Scott because they wanted a voice of compassion and story-telling to help refresh their brand connection—especially at a time when the company wanted to reinforce the “we care” message.
In the ad credited with her voice you’ll hear something like: “Feels so good to be cared for… Nationwide is on your side”.
Therefore, if you recall hearing a black female singer in a Nationwide commercial singing the jingle with a warm, soulful tone, there’s a strong chance it was Jill Scott.
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What about other versions and voices?
Because the jingle has been refreshed multiple times, it’s worth noting some of the other black female (or black-affiliated) voices or artists who have been involved:
H.E.R. (Gabi Wilson): In 2022, Nationwide tapped her to help court younger audiences (Gen Z/Millennials) with a more modern, singer-songwriter version of the jingle.
At the same time, very recently, a young girl, 5 years old at the time of recording, named Zaya Campbell, daughter of gospel singer Erica Campbell, went viral on TikTok for her rendition of the jingle. While this isn’t the “official” jingle voice in the same way as Jill Scott’s version, it has influenced social-media versions of the jingle and its recognition.
Nationwide Newsroom
Because of these multiple versions, the exact “black female singer” in question really depends on which Nationwide commercial you recall (when you saw it, what style it had). But in mainstream TV-spot usage circa 2021-2022, Jill Scott is the most likely.
How to tell which version you encountered
If you want to identify with more precision which voice you heard, here are some tips:
If the voice is mature, smooth, neo-soul-R&B style, and you remember the commercial specifically being promoted by Nationwide in spring 2021 or later, then it is very likely Jill Scott.
If the commercial had a younger acoustic feel, perhaps with a guitar and more singer-songwriter vibe, and you saw it around 2022 or targeted to younger demographics, the voice may be H.E.R.
If you heard the voice as part of a social-media challenge or TikTok sound clip of a viral child singing the jingle (“Naaaationwiide! … is on your side!” in a strong vibrato), then that is likely Zaya Campbell.
The timeframe also helps: different campaigns ran in different years. Jill Scott’s campaign started in 2021. H.E.R.’s followed in 2022. The TikTok viral version of Zaya Campbell began trending in late 2023.
So, in summary: if you’re watching a Nationwide TV commercial in that 2021 period and you heard a female R&B singer doing the jingle, Jill Scott is the most accurate answer.
Why Nationwide uses high-profile singers for the jingle
Why does Nationwide repeatedly update its jingle voice and use prominent musical talent? A few reasons:
Familiarity: The “Nationwide is on your side” line is ingrained in American advertising memory. Using a strong voice helps refresh the brand while retaining recognition.
Emotional resonance: A female singer with a soulful tone (like Jill Scott) helps communicate reassurance, warmth and trust—all qualities that an insurance brand wants.
Cross-demographic appeal: By using artists like Jill Scott (neo-soul), H.E.R. (younger R&B), and even leveraging viral clips (Zaya Campbell), Nationwide can reach across age, culture and platform types (TV, streaming, social). Indeed, they note that music-based campaigns help keep the brand “relevant” to younger consumers.
Credibility: Working with respected artists lends the brand a sense of quality and cultural connection, beyond simply jingles. Jill Scott commented that she felt the campaign “felt good… stood true through the test of time” and was comfortable participating.
Black Enterprise
Key takeaways and implications
The short answer: The black female singer you likely heard in a Nationwide commercial is Jill Scott (in the 2021 “On Your Side Soundtrack” version).
However, there are other notable voices: H.E.R. in later campaign versions, and a viral child singer Zaya Campbell as a social media angle.
When you hear a familiar voice singing “Nationwide is on your side,” you are hearing a branded adaptation by a high-profile artist, not the original generic jingle voice from decades ago.
For viewers: If you enjoyed the commercial and asked “Who was that singer?”—knowing it’s Jill Scott gives you the artist and lets you explore her broader work beyond the ad.
For brand watchers: Nationwide’s approach shows how legacy brands refresh iconic assets (like a jingle) by attaching culturally relevant artists and adapting to new platforms.
For music fans: Recognizing that a commercial-jingle version of a tune often involves full studio production and artist involvement (e.g., recording new lyrics, adjusting melody) helps you appreciate the craft behind it.
Conclusion
The next time you’re watching a Nationwide commercial and hear a rich-toned black female voice singing the slogan you know, you can confidently say: it’s likely Jill Scott holding that moment. If the ad had alternative style or surfaced later (especially on streaming or social media), it might be H.E.R. or even derived from the viral version featuring Zaya Campbell. In all cases, the voice you hear is part of a deliberate brand-strategy to refresh and deepen a legacy jingle.
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