The Original Video Of The "Nationwide Is On Your Side" Jingle That Is Sung In A Black Gospel Quartet Style & How That Video Went Viral In 2023 & 2024

@RAWTEATV, September 29, 2023

ERICA CAMPBELL & DAUGHTER “NATIONWIDE IS ON YOUR SIDE!!!..#marymary #gospel #nationwide #funny
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Erica Campbell is a Gospel singer who is part of the duo Mary Mary with her sister. Erica's daughter Zaya is the original singer of this Black Gospel Quartet cover of the "Nationwide Is On Your Side" insurance jingle. Zaya was five years old in 2017 when Erica Campbell published this video on Instagram.

After her daughter sang that jingle, Erica Campbell said to her "You're definitely a Quartet singer. You sound GREAT!" 

That comment motivated me to search for online information about Black (Gospel) Quartet singing. 

Click https://pancocojams.blogspot.com/2025/09/three-article-excerpts-about-black.html for a pancocojams post entitled "Three Article Excerpts About Black American (Gospel) Quartet Music."

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Edited by Azizi Powell

This pancocojams post showcases the original YouTube video of the Black American girl who sang the "Nationwide Is On Your Side" jingle in a Black Gospel Quartet style. ("Nationwide" is the brand name of an American insurance company.)

This post provides information about how that video went viral online in 2023 and 2024.

Selected comments from this video's discussion thread are also included in this post. 
I'm particularly interested in documenting the use of African American Vernacular English terms such as "Sang it" (meaning "Sing very well, especially sing soulfully very well", "come through vocals" (meaning the same thing as "sang"), "church mothers" (meaning older women in the church i.e. women who are seniors ), and "This is too cute" (meaning "very cute".)   

The content of this post is presented for historical, socio-cultural, and entertainment purposes.

All copyrights remain with their owners.

Thanks to Steve Karmen, the composer of the "Nationwide is on your side" jingle. Thanks also to Zaya Campbell for singing this cover of that jingle and thanks to Erica Campbell for publishing it online. Thanks also to all those who are quoted in this post.
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Click __ for a related pancocojams post about the history of Black American Gospel Quartet singing. That post also provides some information about singing vibrato.

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INFORMATION ABOUT THE "NATIONWIDE IS ON YOUR SIDE" JINGLE
From https://news.nationwide.com/history-of-the-nationwide-jingle/ "Who wrote the Nationwide jingle?" by Jarrett Dunbar, July 06,2023
"When Steve Karmen put pen to paper in 1967 to create a new advertising hook for Nationwide, little did he know the seven note “Nationwide is on your side” jingle he composed would become one of the most iconic jingles in history."…
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Click https://www.youtube.com/watch?v=jTf2zL0Zsls for a brief 2021 video of Soul singer Jill Scott singing the standard rendition of the "Nationwide Is On Your Side" jingle. 

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INFORMATION ABOUT THE VIRAL RENDITION OF THE INSURANCE COMPANY JINGLE "NATIONWIDE IS ON YOUR SIDE" 
Excerpt #1
From https://knowyourmeme.com/memes/kid-singing-nationwide-is-on-your-side "Kid Singing "Nationwide Is On Your Side"" Added 2024
..."About

Kid Singing "Nationwide Is On Your Side" is a viral video of a young girl, Zaya Campbell, daughter of gospel singer Erica Campbell, passionately singing the Nationwide Insurance jingle, which goes, "Nationwide is on your side." The video was originally posted to Instagram in September 2017 and went viral on TikTok in September 2023. It was popularized on the app through lip dubs and memes that month, inspiring over 95,000 uses in a month.  

Origin

On September 9th, 2017, Instagram[1] user and gospel singer imericacampbell posted a video captioned "she's gonna sing quartet" where her daughter, Zaya, passionately sings the Nationwide Insurance jingle, garnering over 218,000 views in six years (shown below). On September 11th, 2023, TikToker[2] @sundaysbest4u reposted the video at the request of a follower, garnering over 6.4 million views in a month.

Spread

The original sound for @sundaysbest4u's video went viral throughout September 2023, inspiring over 96,000 uses in a month. Two of the most popular examples under the sound were posted on September 19th, 2023 by TikTokers[3][4] @cadenmcdonald54 and @areiondamilf, garnering over 14.8 million and 8 million views respectively in a month (shown below, left and right).

[…]

On September 21st, Instagram[5] user imericacampbell reposted the video, writing in the caption, "Well it looks like my sweet girl is going viral @nationwide call me #zayacampbell #nationwide #quartet," garnering over 74,000 likes in three weeks. On September 29th, TikToker[6] @sucss.s posted a video to the sound that gained over 36 million views in two weeks (shown below). On October 10th, Dexerto[7] reported on the video.”…
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This article ends with various video examples of people using the audio of Zaya Campbell's video.  Most of the embedded examples are no longer available for viewing.  One of the two videos that still can be viewed features a scene of a White male working in an office building. That video has the caption “When you’re at work and that co-worker with ADHD decides we’ve been working in silence too long”. [The clip then plays the audio of Zaya Campbell singing “Nationwide is on your side.”
-snip-
This article also doesn't mention the fact that popular Black comedian Katt Williams included the audio of Zaya Campbell's "Nationwide Is On Your Side" jingle in one of his 2024 stand up comedy sessions and published a video of that session. A number of commenters in a couple of discussion threads that I have read of that Zaya Campbell's video credit Katt Williams for alerting them to her rendition of that jingle. 

Click https://www.tiktok.com/@kattwokewilliams/video/7373146499305311534 "Nationwide is on your side! Katt Williams Funny Stand-up." published by kattwokewilliams, 2024-5-25 for that video. 

Unfortunately, I’m unable to repost that Tik Tok video on this blog.

Here's my synopsis of that video:*
Katt Williams stands on stage near an ornate chair and introduces the audio file of (at that time) five year old Zaya Campbell singing her rendition of the "Nationwide Is On Your Side" insurance jingle by saying "When I’m feelin low, there’s a song that goes right to the core of my soul".

Katt Williams listens reverently to the audio of Zaya Willimas singing her version of that jingle. Towards the end of her singing he falls down on his knees, imitating a movement that a person might make who feels the Holy Spirit in church. 

At the end of that video, Katt Williams is heard saying "God bless that baby girl”.
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*Most of Katt Williams stand up comedy videos include lots of profanity as well as  the "n word". However, this .18 minute video clip contains no profanity and doesn't include the "n word".

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Excerpt #2
From https://news.nationwide.com/nationwide-is-on-your-side-is-a-viral-tiktok-challenge/ "Nationwide is On Your Side is a viral TikTok Challenge 

Sound of Zaya Campbell singing Nationwide’s jingle sparks social media trend

by Misty Kiger, 
"Over the past few weeks, social media videos featuring the sound of a little girl singing Nationwide’s iconic “On Your Side” jingle in a strong vibrato reminiscent of timeless gospel singers have started a TikTok trend.

How did the Nationwide Challenge start?

The original sound includes a video of 5-year-old Zaya Campbell, daughter of Erica Campbell, singing the Nationwide jingle. Erica Campbell is a contemporary gospel artist who was a part of the group, Mary Mary. The video is a few years old, as Zaya is 11 now, but the clip resurfaced recently and has been a popular sound on social media.

“Well, it looks like my sweet girl is going viral @Nationwide call me!” Erica said on Instagram.

🎵 Naaationwiiiiiiiiiiiiide is onnnnnnnnn yooooouuuuuurrrrrr siiiiiiiiiiiiiidee 🎵

A day or two after the video started trending, Nationwide reached out to Zaya’s mother to see how they could collaborate on some entertaining content.

Zaya recorded a sequel video that included her original audio.

Nationwide is working to partner with the Campbell family and to show its appreciation in imaginative, meaningful ways, all while keeping true to its mission of protecting futures with extraordinary care.

Follow Nationwide on TikTok and make your own Nationwide Challenge video."...
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Zaya's sequel "Nationwide Is On Your Side" video is included in that article. In that brief video 11 year old Zaya introduces herself as the girl who sang that jingle when she was five years old. Zaya also shares information about the Nationwide Challenge video contest where five school choirs would be selected to win $5,000 each for their rendition of the "Nationwide Is On Your Side" Jingle. 

Judging from my online searching and from my reading of several of the discussion threads for Zaya's original video, there doesn't appear to have been very much online attention to Zaya's sequel "Nationwide" video and there doesn't seem to have been very much online attention to the winners of those Nationwide Challenge videos.

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SELECTED COMMENTS FROM ZAYA CAMPBELL'S VIDEO THAT IS EMBEDDED IN THIS POST  

https://youtube.com/shorts/AVoI_Qw7m7s?si=PlGhnKTWbxWJTds3

Numbers are added for referencing purposes only.

2024

1.@ashleysmith985
"She hit us with the grandma church voice 😂😂"

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2. @kingjruck6507
"Facts 👍💯😂"

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3. @cheese3471
"Lmaooooooooo the accuracy on this comment"

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4. @naturalscratcher9498
"That’s exactly what I was thinking like she’s singing old

Church hem🤣🤣💜💪🏾"
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"hem" is probably a misspelling of the word "hymn".

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5. @FitzgeraldTheGreat28
"Nah fr she had that good Baptist church mother vibrato 😂"

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6. @JJay-u2j
" "nAtIoNwIdE"and "sIdE" got me dead on the floooor😂😂😂😂❤😂❤😂❤😂"

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7. @ItsJustJayla
"She even has the choir face down packed 😂"
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"down packed" = down pat [meaning something like "completely"]

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8. @siobhanshavonne7733
"Are those commercials still on tv for Nationwide Insurance. I haven't heard it in years. 😂 Definitely a recognizable jingle and she does a great job. 🎶 😊 🎶"

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9. @RocB215
"Got the vibrato of a church mother! Lol so cute!"

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10. @deewms1236
"I thought it WAS a church mother!!😂"

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11. @LetFreddyCook
"Definitely need to be a real Nationwide commercial. I'm fenna send it to em 😅"

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12. @lynnyoung211
"She sounds like she sing with the Seniors 😂😂😂😂too cute 😂😂😂"

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13. @taitsu5719
"It should be illegal how many times I’ve watched this on repeat . 🤣🤣🤣"

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14. @ThePrettytexan
"😂😂😂 YAAAAAAAAAASSSSSSS Auntie Granny!!! Definitely a quartet singer!!! Baby she hit those notes and with vibrato ❤ too adorbs❤"

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15. @melgood8
"Omg. I didn’t know that little baby song that song. I literally rewind it like 10 times. It makes my day every time. I can’t stop laughing with joy!!!  ❤"

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16. @DestaneCallistro
" "NationwiiiiiDE is oooOooNnnn yoooouuurr SIIIDDDDEEEEE" I love it! I'ma be singing this now just because lol."

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17. @tonicpoet8652
"😂😂 Why I be walking around the house singing this! 😂😂"

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18. @aurelia5831
"I got everybody singing this, at work and at home 😂😂😂 this is too cute and funny at the same time. Gone on grandma😂"

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19. @rosawellshomedecorandmore1206
"This baby got me doing nation wide is on your side. 😂😂😂😂😂😂😂❤❤❤❤❤❤❤"

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20. @BitbyCharli
"I’m so glad to see who this is singing after hearing it over a million times 😂😂😂💜"

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21. @jessicacollins5311, 2025
"Same. This baby girl brings joy. ❤"

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22. @shanware2
"She sound like sumbody auntie in the choir that’s deep from the soul the siddddddddddddde hit hard 😂😂❤"

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23. @ThePape02
"There is so much soul in her voice"

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24. @thedarknessluciano
"Ill never get tired of this😂❤"

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25. @zoemilton1772
"Loved this!!! Sang Baby!!!! 😂❤😂❤😂❤ got me in the floor.".

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26. @STL314Chic
"All weekend long I will be singing Naasion Wiiiiiide issssonnn yorsiiiiiiiide. 😅😂"

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27. @ItsmeShyllon
"Come onnnnnn vibrato!!! Yessss lol"

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28. @TiffanyMCo
"Hilarious but adorable definitely a old school chuch ⛪️ singer 🎤 on yooool siiiiidddddeeeeee"

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29. @ferdinandocampbelljr8945
"I don't ever want to hear the old version again. Young lady you're amazing"

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30. @rochellecrawford321
"God bless you 🙏🙏🙏🙏🙏🙏🙏💖 Amen Amen Amen Amen 🙏❤️❤️❤️❤️"

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31. @Berrijuici
"Baby girl u are amazing!!!! I hear that voice on every tik tok..ur a STAR ❤"

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32. @Mike702LV
"This is the best jingle version!  She needs the contract!"

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33. @sheabuttertree
"😂😂😂😂😂😂😂she HIT that THAnG!!!😂😂😂😂"

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34. @BabyLove-dd1wj
"My new ringtone 😂😂😂😂😂❤"

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35. @cherokeedachefwhite1922
"Aww I didnt know she was the original,soo cute,& she takes after her mama ❤❤🙏🏾"

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36. @lovelymissy4628
"I totally agree Erica Campbell Zaya is a wonderful singer❤❤😂😂"

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37. @LegendaryHoneySapphire313
"Omg this is my first time seeing the original video 😂😂😂😂 luv it ❤"

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38. @diamondsworld2495
"😂😂😂 come through vocals"

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39. @HoodChicTheeSoloWorldTraveler
"She made me wanna shout HALLELUJAH just from the vibrations of her vocal cord 💎"

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40. @cccro6228
"Blow Girl. You're on the heels of your mother. We will be waiting for you."

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41. @kingp109
"She sounds like a singer from the 60s.  Nation wiiiiiiiiide is Ooooon your sIIIiiiiiide. 😂😂😂 Sang it"

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42. @chariseh9524
"I was wondering who. First time I heard this I was floored. 😂😅😂😂😂 God bless y'all 😂😂😂"

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43. @phirephire5824
"Why?👀 why did yall do this to me...i cant stop hearing this in my head...my co-workers gonna be mad at yall today😂😂😂😂yup im a quartet singer today!!!🤣🤣🤣🤷‍♀️"

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44. @mzvee718
"Saaaaaaaannnnnngggg baby granny 😂❤😂❤😂"

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45. @Noizy_Katz
"That is so dope she is amazing keep it up music from the soul right there"

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46. @Tboogiewitdabun
"Lmmfao!! Kid a whole vibe 😂"

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47. @avidchatter3677
"🤣🤣🤣🤣 it doesn’t matter how many times I see this, it just tickles the heck outta me 🤣🤣🤣 that baby sound like a nana on Sunday morning making breakfast 😂❤"

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48. @karenwashington3955
"I love this version ONLY❤❤Zaya did that."

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49. @ninacaine794
"Pay this baby"

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50. @Msboihaggin
"Omg goodness Ms Campbell i never would have known when i Heard it i was asking my children who is that nobody knew god bless she gets it from her momma auntie daddy grandma the whole entire family and sister"

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51. @Arc-Obsidian
"I’m telling my kids this the national anthem"

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52. @tatianadaniel3569
"i remember when i first saw this video on Erica's page about 7 years ago. I cant believe its going viral all this time later😂😂"

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53. @lenoralewis7005
"Absolutely adorable!!!

😂😂😂"

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54. @drethegreat247
"I will never be able to listen to the original the same again! She did that!! 😂😂😂😂"

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55. @markusbanks7572
"What a beautiful voice she has..

I'm very impressed at her control.."

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56. @d.s.6106
"😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂 this is so comforting for some reason"

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57. @moonlightstar6664
"😂😂😂😂. Adorable.  Hitting them notes."

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58. @Thelifter365
"Play baby need a payment from Nationwide cuz she hit them notes😂😂😂😂 Web be advertising and don't even realize it❤😂"

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59. @urbantacticalasylum
"I was searching for the original after hearing this on ig. This made my day"

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60. @H8ful14
"Man, I’ve been waiting for the original to hit the streets!! 😂😂😂😂😂"

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61. @BeverlyHeyward
"Ok Ms anointed one God hand is on you baby"

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62. @numerologicatarot3333
"I can’t!  I never knew it was her singing this like a quartet singer lol😂😂😂"
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"I can't!" is probably short hand (abbreviation) for something like "I can't believe what I'm hearing" or "I can't get over how this sounds").  

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63. @shygirlcomplex
"😂😂😂😂 this where that sound bite comes from 😂👍🏽🩷… it’s more hilarious now I know who was singing"

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64. @TheCierra1020
"Lmaoo that’s what we call a old baby lmaoo love me a good quartet 😭😭😭"

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65. @angeluvsvid
"Oh Thats where it from lol been hearing this vocals on Ig for weeks now 😅"

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66. @nini86508
"This lives rent free in my head 😂"

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67. @leeannpointer5500
"Killed it ❤❤"

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68. @tinaw.7493
"She sounds like she's been singing at church for years 😂😂😂😂🔥"

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69. @Kerzj1
"Got the grandma singing voice 😂"

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70. @TerriFord-g5y
"Lol so cute. You better sang. Like your Mama"

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71. @blackjay3771
"Nationwide Insurance owes this girl the bag."

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72. @theonethatmakesyouthink3515
"I need this as my phone ringer Lolol"

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73. @They_luv_riyah
"I was just singing this in school and my class mates said I sound like her😂😂😅"

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74. @izolagist1257
"She doing that thing. !❤❤"

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75. @Cornelius1169
"Nation Wide Baptist Church❤❤❤"

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76. @didntcreateahandle
"All the while, we’ve been out here trying to figure out who’s baby was sanging Nationwide from the raptors. 😂 Ok, we see you lil Erica!!!"

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77. @ThegyrlfromGa
"I love the original!  Often duplicated but never Replicated!"

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78. @tamumongillo45
"She need that commercial"

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79. 1@RealLifeWithYaGirl
"Her daddy had a quartet style group so not surprised."..

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80. @patr9117
"I heard her voice on comedy sketchs and never new it was her daughter. 😂"

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81. @misslove4985
"🤦🏾‍♀️ if I didn't see the original with my own eyes I would have never believed it 😲 because Lord knows I thought she was a little black lady with her chain glasses on 🤦🏾‍♀️🤷🏾‍♀️🤭  Erica Campbell's daughter is too cute"

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82. @girurerumu
"My wife has been yelling this out for the last two weeks and I’ve finally decided to come see where it came from. Pretty funny that she sings it exactly like Zaya"

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83. @kevinknott2275
"Thats when she was younger...she did that!"

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84. @lifeaslatoya5530
"Babbey if that aint the original Baptist hymnal voice of the slave cestors"

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85. @crossroadsbluestarot8214
"I thought that was a real commercial 😮"

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86. @mslovelybee3615
"So, mich soul, for a little body.. beautiful"

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87. @shandagentile5883
"🔥🔥🔥🔥"

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88. @Hearttruth25
"😂😂😂😂  Sang Baby!!!"

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89. @prayinghands76
"Too cute and funny😅"

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90. @g3MZ1ZA11G00D
"They better be paying little mama, because a whole LOT of people be using her sound."

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91. @bennl2566
"Pay this little queen"

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92. @tammybrown915
"I hope they give her a commercial"

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93. @warriorwomanpowell6857
"They owe her for sure"

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94. @katesugarman1674
"I keep replaying!!!! Can we hire her for weddings?????"

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95. @SwishGod6
"What in the shirley ceaser is this😂😂"

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96. @tootallshaad7508
"Sound like little Tina Turner when she was in church on What’s love got to do with it 😂😂😂"

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97. @LXTTR-X
"Who else is here cause of Katt Williams lol 💀🔥🔥🔥🔥🔥"

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98. @mattjoseph669, 2025
"if katt williams is singin this u know your vid went viral"

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99. @YaYa502Fitness
"I do forgot I saw this video months ago!! Had to search for the original because Katt Williams is playing this during his Dark Matter Tour😂 and I about fell out when he played it!"

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2025

100. @inaday07
"You gotta shake ya shimmy when you get to SIDEEEEE😂"

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101. @michaelfranklyn5660
"I always hear this and truly thought it was a commercial…😭😭🤣🤣🤣🤣😭🇯🇲"

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102.@erikawelcome5445
"NaTiOn WiDe Is On LoOoOoO SIdE😂😂😂"

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103. @preciousfox4740
"The nationwide jingle, the gospel remix 🤣🤣"

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104. @jessicacollins5311
"I come back to this everytime I need to smile 😊 thanks so much"

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105. @RAWTEATV
"I'm so glad!"

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107. @Ndygoh999
"Yooooo. Siiiiiiiiiiiide.🎉❤"

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108. @karene3493
"Had to come back to this masterpiece today😂😅❤"

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109. @Solitarywtch
"No one sings it better❤❤❤"

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