Nationwide Mutual Insurance Co., known for its "On Your Side" slogan, plans to run a national ad during the Super Bowl, and K-Fed has been tapped to star, the Columbus-based company announced Wednesday.
The 30-second spot, to air during the third quarter of the Feb. 4 game, will be the latest installment in Nationwide's "Life Comes at You Fast" ad campaign. Previous celebrity ads in the series have featured Fabio and M.C. Hammer.
In the new commercial, Federline, 28, goes from starring in a rap video surrounded by beauties and bling to working at a fast-food joint.
"No one has personified 'Life Comes at You Fast' in the media better than Federline," said Steven Schreibman, Nationwide vice president of advertising and brand management. "Our partnership with Kevin shows the world that he has a great sense of humor."
Or he's clueless.
In the meantime, his future ex-missus received a thanks-but-no-thanks to her own inquiry about starring in a Superbowl ad:
As for Spears, a Tuesday report in the New York Daily News said the league turned down the pop star's request to be featured in a Super Bowl commercial to promote the NFL Network.
The spot is supposed to be an all-star celebrity cast showing up for Chad Johnson's Super Bowl party and features the likes of L.L. Cool J and country band Rascal Flatts.
The paper's insider didn't spare Britney's feelings when giving the NFL's reasoning: "She's too much of a train wreck. Besides, we already have Paris Hilton."
When you're less marketable than K-Fed, you're officially in trouble.