K-Fed Super Bowl Ad Offends National Restaurant Association

Kevin Federline

can add another name to his list of detractors. The

28-year-old rapper and former husband of pop singer Britney Spears has come under

fire by the National Restaurant Association for his role in a new Nationwide Mutual

Insurance ad, which seemingly paints a negative image of the restaurant industry

and its workers. The

ad, which Nationwide plans to unveil a week before its official debut Feb. 4 during

this year’s Super Bowl, features Federline rapping in a slick music video

only to appear later daydreaming while working as a french-fry maker at a rundown

fast-food restaurant.News

of the clip has drawn the ire of National Restaurant Association president and

CEO Steven C. Anderson, who expressed “serious concerns” about the ad

in a letter to Nationwide’s CEO, Jerry Jurgensen. “We

hope that these reports are inaccurate and that Nationwide will not be airing

such an ad that would give the impression that working in a restaurant is demeaning

and unpleasant,” Anderson wrote in his letter, dated Monday (Jan. 22). “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.”The

Federline ad is the latest in a string of Nationwide "Life Comes at You Fast"

promotions, which have debuted during the Super Bowl. The

company showed romance novel coverboy Fabio morphing into an old man in its 2006

Super Bowl, while spotlighting rapper MC Hammer in a 2005 regional ad that showed

his belongings being repossessed after his real-life bankruptcy made headlines.


the humorous tone of the ads, Anderson believes the Federline spot could damage

the image of the country’s 935,000 restaurants. “Developing

creative concepts that accomplish the marketing strategies for a product should

not require denigrating another industry” wrote Anderson, who hoped Nationwide

would portray restaurants and its employees more accurately in the future. “Should

an ad of this nature run during the Super Bowl, we will make sure that our membership

-- many of whom are customers of Nationwide -- know the negative implications

this ad portrays of the restaurant industry,” Anderson said. While

the Association is seeing red, Federline is enjoying the chance to make light

of his much talked-about persona."It's

perfect for Nationwide, and it really works for me. I try not to take myself too

seriously," he told USA Today.