Kevin Federline as Restaurant Worker for Nationwide

Kevin Federline stars in Rollin VIP, Nationwide‘s second Super Bowl television advertisement this year, illustrating the concept, “Life Comes At You Fast”. As a follow-up to the MC Hammer ad in 2005, and Fabio ad shot in Venice for 2006. The spot shows Federline humorously reflecting on his rise and fall. Just as viewers believe they’re watching Federline performing in a rap music video, the plot twists into a fast food operation, ending with the tagline, “Life Comes At You Fast”.

Kevin Federline Playing With Fire

“The Life Comes at You Fast concept was created to remind people that they need to think about preparing for the future,” said Steven Schreibman, vice president of advertising and brand management for Nationwide. “No one has personified Life Comes at You Fast in the media better than Kevin Federline. 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.”

Click on the image below to play the video.

In keeping with its unique campaign, Nationwide ads use humor to make an important point: Life Comes at You Fast – often before you realize it. Whether it’s getting married, having a child, buying a new home, or saving for college or retirement, advance preparation is key, especially when it comes to insurance and financial planning.

“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.”

Backlash Already

The National Restaurant Association‘s Chief Executive Steven Anderson has written to Nationwide saying the ad leaves the impression that working in a restaurant is demeaning and unpleasant and asking the commercial to be dumped.

“An ad such as this would be a strong and a direct insult to the 12.8 million Americans who work in the restaurant industry,” wrote Anderson, head of the association that represents 935,000 US restaurants. “Developing creative concepts that accomplish the marketing strategies for a product should not require denigrating another industry.”

Nationwide spokesman Eric Hardgrove has defended the ad, saying it was designed to be entertaining with Federline poking fun at himself while reinforcing the company’s role of meeting the financial needs of consumers.

Kevin Federline Video on YouTube

Click on the image below to play the video.


The Rollin VIP ad was developed at TM Advertising, Irving, by executive creative director Jim Ferguson, creative director Leigh Sander, art director Andy Mahr, copywriter Tom Demetriou and agency producer Hal Dantzler.

“This campaign has been tremendously successful because humor is one of the best ways to connect with consumers,” said Tom Hansen, president of TM Advertising. “We came up with the idea of using Kevin Federline’s 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.”

Filming was directed by Frank Todaro via Moxie Pictures.