By now, I've become prettymuch inured to the shameless product placements in TVshows paid for by advertisers desperate to get the attentionof consumers armed with DVRs and fast-forward buttons. ButNationwide hit a new low recently in its sponsorship of the TBSsitcom “My Boys,” and I hope others don't follow their lead.

Normally, companies just pay to position their productsprominently within a show–such as those huge cups ofCoca-Cola perched on the judges' desk on “American Idol,” orthe Cisco logo staring you in the face as the harried agents on“24″ hook up a video-conference call with the President of theUnited States.

But in the penultimate episode of this season's “My Boys” (ashow about a female sports columnist and her male buddies), one ofthe dudes develops an annoying habit–singing commercial jingles forno apparent reason.

And what song does he just happen to break into duringthe episode? Why, of course, that of one of the program'ssponsors: “Nationwide is on your side.”

A fellow character laments, “I'll never get that song out of myhead now.” Neither will I.

If Nationwide's goal was to get me to remember their brand, theysucceeded–but that's not a good thing if what I remember aboutthem is how mad they made me by intruding on one ofmy favorite shows. Such rude product placements smack of lazinessand desperation.

Why not be more clever with traditional ads, like GEICO andAFLAC always manages to be? The same night as the Nationwidefiasco, I laughed my head off at a regular commercial showing theGEICO cavemen knocking 'em dead at a local bowling alley, throwingone strike after another, only to be astonished to see the pincollector come down displaying the tag line, “So simple, evena caveman could do it!”

Minutes later, I saw the latest AFLAC ad classic, featuring itsiconic, accident-prone duck touting disability coverage in themiddle of a Sherlock Holmes-style mystery. It was a riot!

Thankfully, the “My Boys” character with the jingle affliction(Mike, for those who watch the show) did not display his new-foundand obnoxious tick in the season finale, which took place inArizona during spring training with the Chicago Cubs.

However, Nationwide did manage to sneak in yet anothershameless product placement, as Mike is forced to toss one home runball after another to the Cubs in batting practice, after bragginghe could strike out a major leaguer. As the balls were shownsoaring over the rightfield fence, what sign did they clear? Why,Nationwide's, of course!