Kevin Federline is in. Britney Spears is out. Of the Super Bowl commercial game, that is.
Federline has Nationwide on his side. Nationwide Mutual Insurance Co., known for its "On Your Side" slogan, plans to run a national ad during the Super Bowl, and K-Fed has been tapped to star, the Columbus, Ohio-based company announced Wednesday.
The 30-second spot, to air during the third quarter of the Feb. 4 game, will be the latest installment in Nationwide's "Life Comes at You Fast" ad campaign. Previous celebrity ads in the series have featured Fabio and M.C. Hammer.
In the new commercial, Federline, 28, goes from starring in a rap video surrounded by beauties and bling to working at a fast-food joint.
"No one has personified 'Life Comes at You Fast' in the media better than Federline," said Steven Schreibman, Nationwide's vice president of advertising and brand management. "Our partnership with Kevin shows the world that he has a great sense of humor."
Spears, meanwhile, was rejected by the NFL from being part of a Super Bowl commercial for the NFL Network, according to a story in the New York Daily News on Tuesday.
Instead, L.L. Cool J and Rascal Flatts will be part of a cast of characters at a Super Bowl party thrown by Cincinnati Bengals' wide receiver Chad Johnson.
Spears, 25, has filed for divorce from Federline. They were married for two years and have two children.
Federline's first rap album, "Playing With Fire," sold 6,500 copies in its first week of release.