Nationwide's Ad Stars K-Fed: Good Choice?

2007 Super Bowl Ad

S. M. Bendock
S. M. Bendock, Yahoo! Contributor Network
Feb 5, 2007 "Share your voice on Yahoo! websites. Start Here."
I admit that Nationwide lost me with their 'K-Fed Rolling VIP' ad. I understand that the infamous Mr. Federline is certainly cheaper than many celebrities, but isn't that because he doesn't have the appeal of many celebrities? Despite his attempts at rap, K-Fed is still most known for leaving his pregnant girlfriend to marry Britney Spears, and for all the debauchery that followed.

For those lucky enough to have missed the commercial, it opens with K-Fed rapping about "rolling VIP". The usual rap-video background plays out behind him. Then the ad skips over to a fast-good restaurant. K-Fed is sloppily clothed in the chains attire and still rapping away, as he watches himself on the closed circuit TV.

The "What?" in his rap is perfectly timed to his manager noticing his antics. The manager's response is, naturally, to insist that K-Fed get back to work on the fries. You may notice that throughout this description I haven't mentioned Nationwide, or anything relating to their business. That's right, this is another commercial where the point is revealed only for a few seconds at the very end.

So, what was Nationwide trying to tell us? They want everyone to know that "life comes at you fast" and that their services can help prepare for that. I think they may be reaching a little bit.

We can draw the obvious connection that K-Fed's life underwent a dramatic rags-to-riches style change with his marriage to Britney. I kind of doubt that Nationwide had anything to do with helping him along, but I could be wrong. That message, though, is kind of pushing it.

First, it will only reach those familiar with K-Fed and his relationship with Britney. Yes, there are still those lucky people who know little about it and wouldn't recognize K-Fed or his rap name if they saw it.

Second, it's quite a stretch for the American public to relate to K-Fed. Many probably don't want to relate to him. The few of his supporters I've heard think he's getting unfair blame for the problems with Britney. That may be true, but what right does he have to complain if he's still using his association with her to gain publicity?

I think Nationwide totally missed the mark with this commercial. It's always a little bit of a gamble to air an ad with no recognizable connection to your product. When the ad itself isn't that impressive, there's really little chance that it is going to help your business.

Published by S. M. Bendock

Ah, *stretch*, a life of ease elludes me. I love people, music, reading, writing, football, and nature. I love to debate and can usually see both sides of any topic.  View profile

  • K-Fed is best known for his relationship with Britney Spears.
  • Nationwide took a big gamble on an ad that had nothing to do with their product.

20 Comments

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  • This is my pen name2/19/2007

    I am starting to like K-Fed must be all the exposure he gets now. Why does everyone hate him so much...Britney is the crazy one.

  • John Gugie2/14/2007

    As for Johnny Moon's comments, we are not the only country with commercials. Many other countries have well thought out and well done commercials, many with more humor and meaning than ours do.

  • John Gugie2/14/2007

    I don't really care about K-Fed but he IS well-known and many do like him. That's all that counts in advertising. Sure, some don't like him but some don't like all celebs.

  • tug2/6/2007

    I think that K-Fed is doing a great job tyring to make his mark in the entertainment industry and I wish him the very best in what ever he does. Think about it, not everyone has such great opportunities thrown into their laps right off the bat.
    He's young and has time to earn respect from people. I think the time will come that he will no longer be a joke, but a well organized, well respected entertainer. He will surprise everybody. Good luck Kevin!

  • Question Everything2/6/2007

    Thanks for all of your comments. Those are great points, Angela & Ningurl. I'm with you, Afton, if only...

  • Angela Coleman2/6/2007

    I enjoyed your article. Basically, I think that K-Fed is the perfect example of how easily we thrust celebrity upon those who seldom deserve it. I think he realizes more than anyone else that his notoriety is quickly fading and is cashing in on it while he still can. In 2-3 years, he will likely be reduced to being the answer to a trivia question.

  • Ninigurl2/6/2007

    I wish I had gotten my daughter to watch that commercial yesterday! It only illustrates what I have been telling her for 10 years now. The decision you make today catches up with you quick next week! K-Fed is on his 14th minute right about now I'd say. Good article although I also disagree with your opinion.

  • Afton Nelson2/5/2007

    Oh how I wish I was one of those people who didn't know who K-Fed and Britney were. Sigh.

  • sandra kenny2/5/2007

    i don't like k-fed either. but the commerical was good. it was nice that he went along with the company to poke fun at himself. i think that younger people in their twenties, maybe early thirties might relate to this commerical.

  • Amanda2/5/2007

    I actually gained a smidgen of respect for KFed for having the sense of humor to make fun of himself and his lifestyle on national tv. He allowed his "art" and "music" (please notice the quotes)to be part of a big joke....not many people can do that. I thought it was an awesome commericial - the only one our group of pseudo-football fans stopped to listen to. KFed's a household name - not because he's a role model or has supporters, but because he's a pop culture joke. But that's my take on it - nice article.

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