Tuesday, January 16, 2007

Confirmed: Kevin in super bowl commercial for Nationwide

Kevin Federline's New Gig: Insurance Poster Boy
Nationwide Uses Former Mr. Spears in Super Bowl Spot

By Mya Frazier
Published: January 16, 2007

COLUMBUS, OHIO (AdAge.com) -- Can the down-and-out estranged husband of pop star Britney Spears help Nationwide sell more insurance? We'll see.

Following Fabio
Steven Schreibman, VP-advertising and brand management at Nationwide Mutual Insurance Co., hopes this year's Super Bowl commercial featuring Kevin Federline does more than reach the 45 million households that tune in. He's hoping for a redux of Nationwide's first Super Bowl spot last year. That ad featured Fabio and lit a media frenzy worth $7.2 million in ad value, thanks to 158 million impressions and 500 media stories, according to the company's own in-house return-on-investment measurements.

The romance-novel cover boy was interviewed by media outlets such as "Fox & Friends" and "Good Morning America," not to mention 20 local TV stations across the country and dozens of print stories about the "Life Comes at You Fast" spot, which showed Fabio as an old man still romancing the ladies.

This year's Super Bowl spot, from TM Advertising, strikes a similar theme, showing Mr. Federline living out every possible rap-video cliche, before we discover the failed rap star was actually daydreaming it all while manning the french-fries station at a fast-food joint as his manager yells at him to get to work.

If it happened to K-Fed ...
The Columbus, Ohio-based insurance company clearly plans to juice the controversy surrounding Mr. Federline's divorce from Ms. Spears and the ensuing custody trial over their two children for all its worth.

"We're using his story," Mr. Schreibman admitted unabashedly. "We are leveraging his story to illustrate life comes at you fast and how it happens every day and if it happens to someone like this person it can happen to you."

Mr. Schreibman declined to discuss the financial arrangements for Mr. Federline's participation in the spot and the surrounding media publicity, but said: "It gives Kevin a platform to talk about the next phase of his life and it allows him to come across as smart. It's really his version of a 'Saturday Night Live' skit."

It's certainly not the first time the brand has teamed up with a down-and-out celebrity. Two years ago, the insurer launched a spot featuring M.C. Hammer, who filed for bankruptcy, showing him rapping and partying in one scene and his house being foreclosed on in the next.

"We align ourselves with celebrities that have latent journalistic interest," Mr. Schreibman said. "[Mr. Federline] has been quiet throughout this entire ordeal and so many journalists out there want to ask him about it."

Ready to meet the press
The company has coached the much maligned Mr. Federline to be ready for media interviews. A spokesman for Nationwide set up an interview with Mr. Federline with Advertising Age, but under the ground rules questions about his personal life could not be asked.

Speaking from a Los Angeles fast-food joint, where the commercial is currently being filmed, Mr. Federline explained why he agreed to do the commercial.

'Hilariously tasteful'
"It's just a good opportunity to poke fun at myself and let everyone know I'm not taking myself too seriously. I'm having a good time," Mr. Federline said while wearing a red button-up fast-food uniform with a name tag and red hat. "I saw some of their old commercials and to me, it is hilariously tasteful. And as I work with them I get to learn more about who they are and what they are about."

When asked if he thought the commercial could raise his profile on the national-media scene, he said: "How can it not? I'm doing a national commercial for a Super Bowl."

Source: adage.com, tmz.com

Britney’s ex to star in Super Bowl ad for Nationwide

By Marla Matzer Rose
The Columbus Dispatch
Tuesday, January 16, 2007 5:50 PM

New baby. New career. High profile divorce.

No one had life come at him faster this year than Kevin Federline. The 28-year-old soon-to-be ex-Mr. Britney Spears and father of four has signed on to star in Nationwide's second-ever Super Bowl ad.

“No one has personified “Life Comes at You Fast” in the media better than Kevin Federline,” said Steven Schreibman, vice president of advertising and brand management for Nationwide, headquartered in downtown Columbus.

“We're using humor and a celebrity to get people's attention and cut through the clutter.”

Nationwide will debut the 30-second spot on its Web site on Jan. 29, and run the ad during the third quarter of the Super Bowl on Feb. 4.

Federline follows in the footsteps of male model Fabio and rapper M.C. Hammer in starring in a “Life Comes at You Fast” spot.

Source: columbusdispatch.com

Nationwide gives away Bowl ad ending

Updated 1/17/2007 1:32 AM ET
By Laura Petrecca, USA TODAY

NEW YORK — In an unusual strategy for a Super Bowl advertiser, Nationwide Mutual Insurance on Wednesday will announce the surprise ending of its ad in the game: Britney Spears' estranged hubby Kevin Federline will be dreaming of a show-biz career — while actually working at a rundown fast-food joint.

"I felt that it was a good time to come out and make fun of myself," says Federline, 28, from the ad shoot in Hollywood.

It is the latest of the Nationwide (NFS) ads with the theme Life Comes at You Fast.

For most Super Bowl advertisers, the punch line of their big-budget ad is a closely guarded secret until it airs. Only hints about plot or celebrity stars are dropped to try to tease interest.

Even more unusual, Nationwide plans to post the ad on its website on Jan. 29 — a week before the big game — and may post it elsewhere, too, such as on YouTube. Like most game advertisers, it put its 2006 Super Bowl ad online only after the game.

The new ad will show Federline, known as K-Fed, rapping in a slick music video. A later shot reveals he's daydreaming while working as a french-fry maker.

Federline, a backup dancer before his 2004 wedding to Spears, wouldn't get into personal issues, such as ongoing divorce proceedings. "All the personal stuff is personal for a reason."

Nationwide ad chief Steven Schreibman thinks divulging ad details now will add to the buzz for this commercial. "There's all this pent-up interest in Kevin Federline and his life — pre-Britney and post-Britney and where he's going now."

Revealing at least elements of an offbeat game ad can work, says David Schwab, head of celebrity consulting at marketing company Octagon. "(Advertisers) all get the same post-publicity if the spot is memorable. Why not build buzz in advance by giving clues or the name of the celebrity?"

Federline, who worked at Pizza Hut as a teen, thinks viewers will appreciate the ad's self-deprecating humor. "It's perfect for Nationwide, and it really works for me. I try not to take myself too seriously."

Nationwide has used self-effacing humor before on Super Sunday. Its game ad last year showed romance-novel-cover hunk Fabio morphing into an old man. A 2005 game ad airing regionally showed rapper MC Hammer's belongings being repossessed after his real-life bankruptcy made headlines.

Nationwide won't say how much K-Fed is being paid. When asked about his finances, Federline said only, "I'm OK. … I'll be good, no matter what."

He's quick to add that he's making a new start in a new year.

"I'm changing a lot of things in my life. Just be ready for me in 2007."

Source: usatoday.com

14 comments:

Anonymous said...

I really feel sorry for Kevin. The WWE and now an insuarnce commerical. Oh, well, at least he's earning a living.

Anonymous said...

Kevin's "appeal" is more to the 16-24 demographic and they are usually living off the parent's insurance or use the same coverage as their parents. Fabio had more appeal to the older generation. I really don't see Nationwide profiting from this.

Anonymous said...

I am happy for him.

Anonymous said...

People are always hating no matter what Kevin is doing. He is doing the best that he can with the options that he has since Britney screwed it up for him.

Anonymous said...

Get your groove back Kevin. Stand tall and you will make it. This to shall pass....

Anonymous said...

So much negativity - I love the concept of this commercial. I think it's funny and a lot of people will get a kick out of it, and they'll remember it too and it will probably do a lot for Nationwide. It pretty much establishes Kevin in people's minds and he'll get more opportunities from this. I'm very proud of him. :)

Anonymous said...

i'm not being negative but at least this dipshit is turning his situation[no talent, never was leech] into a positive spin for our amusement...his next gig should be on jack ass or better yet wildboyz...
a wildboyz gig would rock or better yet a faces of death type of show...

Anonymous said...

I am happy he has work. But how about doing something that has nothing to do with Britney and their situation? I thought he wanted to be his own man. Whatever.

oh and...

He is doing the best that he can with the options that he has since Britney screwed it up for him.

They got divorced. He shouldn't have to use her name and money to make a name for himself. She hasn't screwed anything up for him, obviously, he has this commercial!

Anonymous said...

The commercial's punch line will be lost on the baby boomers, many of whom wouldn't be able to distinguish KFed from any other fast food worker in real life.

Anonymous said...

Here's something:

Britney might be pregnant (again). If true, I wonder who the father is this time.

Oops! Is Britney pregnant again?

By Jeannette Walls
MSNBC
Updated: 2:46 a.m. ET Jan 17, 2007
Oops, did she do it again?

Britney Spears’s friends believe that the baby-popping singer may be pregnant again, according to In Touch Weekly.

The friends’ concern may help to explain why Spears seems not to have lost any of her pregnancy weight and why she has been getting sick lately. In one widely circulated photo, Spears was shown throwing up peanut butter and reports said she had been drinking, but according to ITW, Spears has been skipping the booze. “Her dancers were indulging in Malibu rum and pineapple drinks and taking shots of vodka,” a witness to a January 14 party at a Las Vegas casino told the mag. “But Britney drank bottled water.” Spears gave birth to her second child only four months ago — but friends point out that she got pregnant for the second time only three months after having her first child.

“I’ve seen her during the last two pregnancies and she has the same look now,” a “pal who sees Britney every week” told the mag. “She’s heavier, but that’s not it. It’s the sparkle in her eye. She always gets that sparkle when she’s pregnant, like she’s relaxed and happy.”

Spears’s rep didn’t return the Scoop’s calls for comment.

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Anonymous said...

maybe his next gig will be to sing "you got the touch" for the transformers remake movie soundtrack...


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you got touch----you got the pooowwwweeerrrrr---yeah!!!!!!

Anonymous said...

Who better to make fun of 'you' than 'you' I say he's doing it right, instead of being mad at whomever is calling you names and degrading you, just go out there with your shoulders back and head high and show them that their words can't bring you down.

People have tried many ways to make this guy look like a 'son of a bitch', and in every situation, he has held his head high and never let them get to him, NUFF RESPECT to him.

Kelly.

Anonymous said...

yo i just listined to the cd and i have to say the shit is pretty dope and i think kevin would make the wwe a lot more intresting