An insurer has brought in a top documentary filmmaker to take its television ads in a new direction.

Errol Morris, the director of the Thin Blue Line and The Fog of War, is directing the television commercials in a new I Am On Your Side campaign for Nationwide Mutual Insurance Company, Columbus, Ohio.

The campaign will feature real Nationwide employees and agents sharing true stories about how they have worked to help Nationwide customers, the company says.

The new campaign will replace the Life Comes At You Fast campaign, which was introduced in 2004.

TM Advertising, Dallas, developed the new campaign, which will include radio, Web and print ads as well as cable and broadcast television commercials.