K-FED'S 4-STAR SUPER BOWL COMMERCIAL
Do not adjust your eyeglass prescription: Kevin Federline's latest role is funny, sexy and spot-on! As the star of an upcoming Super Bowl ad for Nationwide (an insurance and financial company), everybody's favorite punching bag turns the tables on his haters and helps create a memorable commercial that lampoons the star's lack of talent while at the same time even shows a little talent!
The commercial begins like any other hip-hop music video, as a pimped-out K-Fed in a fedora and black & white fur coat raps to the camera. ("Yo, who got it better than me?!") The newly fabulous one then continues to rap about how p-h-a-t his life is, in a succession of fabulous gangster outfits. The 30-second spot's got all the rap clichés, as K-Fed also shows off some fancy bling and wads of cash, and lounges with the requisite hip-hop honeys.
Surprisingly the beat is funky and the rap is smooth and it doesn't look like a goof, until the punch line is revealed: K-Fed is actually rapping into the closed circuit camera at a fast food restaurant where he works the deep fryer. "Federline, fries!" barks his angry boss and we hear the National pitchman utter their slogan: "Life Comes At You Fast!"
"He was a little hesitant at first [to make the commercial]," Nationwide VP of Advertising and Brand Management Steven Schreibman tells Star. "But he agreed once he saw how funny [previous spots with Fabio and M.C. Hammer] were and how well they were produced."
The agency wrote the song (which may go a long way in explaining its catchiness), but K-Fed did all his own rapping and shot the commercial over a 3-day period. According to Schreibman, the fabulous clothes were bought off the rack at a variety of places all over Hollywood by stylist L.A. stylist Suzi Carlson. "He wears clothing really well," the exec tells Star. "He has the perfect size and shape to wear everything."
The infamous bad boy was reportedly "a real pro" during the fun shoot where he did mention missing his kids, but never his estranged wife. According to Schreibman "We didn't ask [about Britney] and he didn't bring it up."
So will K-Fed have the last laugh after the spot premieres during the big game on February 4? "This is good for him," says Schreibman. "It presents him in a really good way and allows him to move on and go forward with his life."
Maybe it will also lead to a renewed interest in K-Fed's rap career. If not, it could open new doors. According to Schreibman, "He was really great with the fry machine!"
Click here to watch the commercial.
— SHIRA LEVINE
