Life came at Kevin Federline pretty fast last November, just as it does for everybody, according to Nationwide Insurance Company advertisements.
The Columbus, Ohio-based carrier said Mr. Federline, who was given his walking papers by pop singer Britney Spears last November, will star in its Super Bowl ad featuring the "Life Comes At You Fast" theme.
Last year a 30-second Super Bowl spot went for between $2.3 million and $2.4 million, according to Advertising Age.
Typical of other ads in the Life Comes at You Fast campaign, the spot opens with a situation that changes in a dramatic and unexpected way. Just as viewers believe they are seeing a Kevin Federline rap video, the ad takes a funny, surprise twist. Nationwide's Life Comes at You Fast slogan is the punch line.
"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. "Our partnership with Kevin shows the world that he has a great sense of humor. He's poking fun at himself, and in the process gets to have the last word."
This is the third Nationwide ad to feature a well-known celebrity. International romance icon Fabio starred in the company's first national Super Bowl ad in 2006. Rapper M.C. Hammer was the star of the 2005 campaign.
"We're using humor and a celebrity to get people's attention and cut through the clutter with a very serious message," said Schreibman. "You need to be prepared for life to change, because change is inevitable."
The ad will run during the third quarter of the Super Bowl and will be available at www.nationwide.com beginning January 29.
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