K-Fed’s “Rappin’ Patty” On Superbowl Sunday

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The Wall Street Journal (paid sub. req.), in what may be a first for the paper, is running a piece on K-Fed.

Nationwide Mutual Insurance has tapped Kevin Federline, soon-to-be ex-husband of pop star Britney Spears, to star in its 30-second Super Bowl spot, a move that guarantees the insurer acres of free publicity.
The spot, which will run in the game’s third quarter, is set up to look like a rap video featuring Mr. Federline, wearing a baseball cap and wireless headset. Among the lyrics he raps: “Ain’t got no more time for Miss BS; and PS, now I’m rappin’ patty. Yeah number one. With a shimmy shake too…lovin’ that special sauce from me.”
As the camera pulls back, the punch line is revealed: Mr. Federline is seen working the drive-thru window at a fast-food joint. “Life comes at you fast. Be ready with a Nationwide annuity and you could be guaranteed income for life,” a voiceover intones.

Federlines also endorses the Five Star Vintage line by the San Francisco-based Blue Marlin clothing company.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.