Nationwide's Super Bowl Ad Sparks Gripes

A restaurant trade group has taken offense to Nationwide Insurance Company's planned Super Bowl ad featuring Kevin Federline dreaming he is a big star only to wake up and discover he is flipping hamburgers.

The ad is one in a series from the Columbus Ohio-based insurer with the theme of "life comes at you fast."

Steven Anderson, president of the National Restaurant Association, wrote to Nationwide Chief Executive Officer Jerry Jurgensen telling him that airing the ad "would give the impression that working in a restaurant is demeaning and unpleasant."

"The restaurant industry is a wonderful place to work, for a year or for a career," Mr. Anderson wrote.

Mr. Federline, estranged spouse of pop diva Britney Spears and former backup dancer, has been the butt of national jokes about his prospects for future employment since his separation became known.

Nationwide spokesman Eric Hardgrove defended the ad, saying it was Mr. Federline poking fun at his image while reinforcing the company's role of meeting the financial needs of consumers.

"The intent of the ad isn't to offend or insult the many fine individuals who work in the restaurant industry," Mr. Hardgrove said in a statement. "The focus is the element of surprise, and not the setting of the fast-food restaurant."

With Super Bowl advertisements said to be going for a rate of $2.6 million for a 30-second spot, the Federline advertisement represents a considerable investment for Nationwide.

National Restaurant Association's Web site is currently featuring a headline reading, "Is Nationwide on restaurant's side? Association objects to planned Super Bowl ad," that is linked to Mr. Anderson's letter and a statement about his objections.