Kevin Federline to Star in Nationwide Super Bowl Ad, Life Comes at You Fast

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Federline latest to headline the Life Comes at You Fast® advertising campaign for Nationwide during the upcoming Super Bowl.

Columbus, OH Nationwide announced today that it will continue its award-winning Life Comes at You Fast advertising campaign with its second national Super Bowl ad, featuring Kevin Federline.

Typical of other ads in the Life Comes at You Fast campaign, the spot opens with a situation that changes in a dramatic and unexpected way. Just as viewers believe they are seeing a Kevin Federline rap video, the ad takes a funny, surprise twist. Nationwide's Life Comes at You Fast slogan is the punchline.

"The Life Comes at You Fast concept was created to remind people that they need to think about preparing for the future," said Steven Schreibman, vice president of advertising and brand management for Nationwide. "No one has personified Life Comes at You Fast in the media better than Kevin Federline. Our partnership with Kevin shows the world that he has a great sense of humor. He's poking fun at himself, and in the process gets to have the last word."

This is the third Nationwide ad to feature a well-known celebrity. International romance icon Fabio starred in the company's first national Super Bowl ad in 2006. Rapper M.C. Hammer was the star of the 2005 campaign.

In keeping with its unique campaign, Nationwide ads use humor to make an important point: Life Comes at You Fast - often before you realize it. Whether it's getting married, having a child, buying a new home, or saving for college or retirement, advance preparation is key, especially when it comes to insurance and financial planning.

"We're using humor and a celebrity to get people's attention and cut through the clutter with a very serious message," said Schreibman. "You need to be prepared for life to change, because change is inevitable."

This is the fourth consecutive year of the Life Comes at You Fast advertising campaign, produced by T:M Advertising of Dallas, and Nationwide's most aggressive brand advertising push ever. In addition to the Super Bowl, Nationwide's 2007 ad buy will include 45 regional markets, national cable and national internet. The Federline ad will be one of a series of new Life Comes at You Fast ads.

The ad will run during the third quarter of the Super Bowl and will be available at beginning January 29.

Nationwide, based in Columbus, Ohio, is one of the largest diversified insurance and financial services organizations in the world, with more than $158 billion in assets. Nationwide ranks #98 on the Fortune 100 list. The company provides a full range of insurance and financial services, including auto, motorcycle, boat, homeowners, life, commercial insurance, administrative services, annuities, mortgages, mutual funds, pensions and long-term savings plans. For more information, visit

Nationwide, the Nationwide framemark, On Your Side and Life Comes at You Fast are federally registered service marks of Nationwide Mutual Insurance Company.


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Eric Hardgrove
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