Life comes at you fast
It can be tough to make ads for services like auto and homeowners insurance that are interesting and engaging. Nationwide has utilized their "Life Comes at You Fast" campaign for a long time with TV, radio, print, and internet advertising - and now this out of home experience.
This likely reminds consumers that they should to look into their auto insurance coverage more so than a print ad might. Consumers are given a more tangible ad that they can relate to.
The wallscape made such an impact on the community in Texas that it also gained a lot of earned media in addition to the initial paid!