Nationwide Mutual Insurance Company is using a celebrity famous for his good looks to remind consumers that the present is fleeting.

Nationwide, Columbus, Ohio, has hired Fabio, a model who became famous by appearing on the covers of romance novels, to appear in a television ad that will debut during the Super Bowl.

Fabio will start the commercial floating on a gondola through the canals of Venice, Nationwide says.

After the gondola passes under a bridge, Fabio will look like a 90-year-old man, and a caption will remind viewers that “Life Comes at You Fast.”

Nationwide will be airing the Fabio ad and related ads in the campaign in 46 regional markets, on national cable, on national Internet, and in regional markets during the Olympics, the company says.

T:M Advertising, Irving, Texas, started the Life Comes at You Fast campaign for Nationwide 3 years ago.