During the Olympics this summer, Nationwide Mutual Insurance Co. will start a new ad campaign featuring Julia Roberts.

The ad campaign will be the biggest the company has ever done, according to Fox Business News, and will attempt to appeal to viewers on the basis that Nationwide has no shareholders, unlike other insurance companies.

The new ads will also take a more serious tone, according to Fox. Government Employees Insurance Co. (GEICO) currently spends the most on advertising, about $1 billion a year, and other insurance companies are now increasing their advertising to compete.