News

Kevin Federline may have lost Britney Spears, and his debut album may have tanked, but he still has his pride. Well, maybe for not much longer. In the third quarter of this year's Super Bowl, K-Fed will appear in a Nationwide Mutual Insurance commercial, in which he will begin by rapping in a blinged-out video -- and then be shown scooping fries in a fast food kitchen.

"Our partnership with Kevin shows the world that he has a great sense of humor," said Steven Schreibman, the vice president of advertising and brand management for Nationwide, which uses the tag line "Life Comes at You Fast." Previous stars in the campaign have included Fabio and MC Hammer.

While most companies wait until the Super Bowl to unveil their commercials, Nationwide will be premiering their ad online on January 29th.

To recap for anyone who may have napped through 2006: Spears filed from divorce from Federline in November -- prompting the tabloids to change his nickname from K-Fed to Fed-Ex -- and his debut rap album sold an embarrassing 6,500 copies in its first week.

"I felt that it was a good time to come out and make fun of myself," Federline said of his Super Bowl appearance. "It really works for me. I try not to take myself too seriously."

--The ARTISTdirect Staff
01.18.07