Can't the Man Get Some Luvin' for a Change?

A little while ago, we were more than proud to announce that Kevin Federline, the man whom we all love to hate, is working hard for his money. The former Mr. Britney Spears, having now fallen from grace and not being any more in possession of his wife's cash (with which he used to spite us in everything that he did), actually has to work now, just like the rest of us.

After he was sacked as the face of Five Star Vintage, a clothing label owned by Blue Marlin, the one-time rapper was in no man's land, with no job to pay his debts and indulge his whims, no career to speak of, no house to live in and many, many other things. But, what was even worse for him, he had officially become the mocking stock of the entire country for being stuck-up and conceited while he was still married to the pop star.

And yet, somebody still wanted him for exactly these things we mentioned before. Nationwide Mutual Insurance contacted him and offered him a job, a 30 second spot (to air during Super Bowl weekend), in which he would be making fun of himself. They reportedly paid him $500,000-$1 million just for that!

Anyway, K-Fed accepted: he took his job seriously, went into the studio to lay down the track for the commercial (clip below) and was on the set at the exact time the producers asked him to come. The ad, filmed under the motto 'Life Comes at You Fast', features Federline as a rap star. 15 seconds later, all his fame and glory are down the drain and he is selling French fries in a fast-food joint. Talk about how short-lived fame is! The idea was to take K-Fed because he is the perfect example of just how fast life can come at you, Nationwide said in a statement.

However, some don't get the humor behind this commercial. Neither are they soft-hearted enough as to show the rapper (ha!) some luvin' and understanding. They represent the almighty restaurant trade organization. You see, what just happened was that wind got out that K-Fed will be flipping burgers in the ad and that got the bosses of chain fast food restaurants enraged because they thought the commercial 'insulted' them.

'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. Developing creative concepts that accomplish the marketing strategies for a product should not require denigrating another industry.', they wrote in a letter addressed to Nationwide, adding that the entire concept suggests that working in such an establishment is the most 'demeaning' job ever.

But Nationwide says: 'In this commercial we are using a humorous characterization of Kevin Federline's life to encourage others to prepare for sudden changes in their lives. The intent of the ad isn't to offend or insult the many fine individuals who work in the restaurant industry. The focus of the ad is the element of surprise, not the setting of a fast food restaurant'. So: no, they will not change the content or the setting of the commercial. If one doesn't like it, one can go for a walk because Nationwide is on K-Fed's side!