From self-proclaimed bad boy rapper to burger boy, Kevin Federline can’t seem to catch a break no matter where he goes. Now, the former human barnacle to pop star Britney Spears is back in the spotlight as Nationwide Insurance draws criticism from the restaurant industry over a Super Bowl ad set to appear during the third quarter of the February 4 NFL championship game featuring the “Popozao” crooner.
The 30 second spot shows K-Fed pimped out in all his rapper glory, living a life of fame and fortune until at the end when it’s revealed he’s been daydreaming all along while slaving away in a fast food joint.
Writes Steven C. Anderson, president and CEO of the National Restaurant Association in a letter to Nationwide, "An ad such as this would be a strong and a direct insult to the 12.8 million Americans who work in the restaurant industry. Developing creative concepts that accomplish the marketing strategies for a product should not require denigrating another industry."
Anderson also expressed his desire for Nationwide to pull the ad from its scheduled appearance in the Super Bowl. However, the insurance company popular for its “Life Comes at You Fast” commercial campaign, says there are two sides to every burger. Says Nationwide spokesman Eric Hardgrove, "The intent of the ad isn't to offend or insult the many fine individuals who work in the restaurant industry. The focus of the ad is the element of surprise, not the setting of a fast-food restaurant."
Federline is not the first “victim” of Nationwide’s humorous campaign. As reported on E!Online, other Super Bowl ad have showed Fabio going from tanned and gorgeous to wrinkled and decrepit, and M.C. Hammer changing from rap star to trivia answer on a game show.
Nationwide is so all pushing a pin in the eyeball of pop culture, it isn’t even afraid to pay backhand compliments to those it features in its commercials. Says Nationwide advertising exec Steven Schreibman, "No one has personified 'Life Comes at You Fast' in the media better than Kevin Federline." Maybe the restaurant industry should focus more on making sure E. Coli doesn’t end up in my meal instead of worrying about its public image.
The Super Bowl is scheduled to air February 4 at 6:25 PM ET on CBS according to Superbowl.com. In the meanwhile, check out Nationwide’s Fabio commercial below:
