Fast food industry mad about Federline ad

The fast food industry is up in arms about an ad set to air during next Sunday's Super Bowl XLI. The ad, for insurance company Nationwide Insurance, puts Britney Spears' ex, Kevin Federline, in the role of a loser working at a fast food restaurant.

In the ad, rapper Federline is seen living an existence of fame and fortune, until the end, when it is revealed he was daydreaming and is actually working at a burger joint.

Now, the National Restaurant Association, a group that represents almost a million restaurants in the US, is taking umbrage with the ad. NRA head Steven Anderson has written to Nationwide complaining that the ad makes it look as if working at a fast food restaurant is degrading and demeaning.

"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," wrote Anderson in his letter. "Developing creative concepts that accomplish the marketing strategies for a product should not require denigrating another industry."

Federline, also known as "K-Fed," was unceremoniously dumped by pop star Spears last year, and his record Playing With Fire sold only 6,500 units in the week after its October release. In a statement, Nationwide said the ad was simply playing on the real-life joke that is Kevin Federline's life.

"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," said the statement. "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."

Of course, now that the punchline has been revealed, the element of surprise is gone.

The Super Bowl is the biggest TV event of the year, and companies prep their ads far in advance and pay top dollar for them to air during the game. Last year's game was watched by 141 million total viewers. Check out TV.com's Super Bowl Commercial Feature to vote on your favorites.

Comments (25)
Submit
Sort: Latest | Popular
Are you serious? Did people get upset about the "The Real Slim Shaddy" video.. don't think so. K-Fed is a public target for verbal abuse. I've never listened to his music, or anything like that, but I'm starting to feel bad for this guy. Leave him ALONE!
Reply
Flag
what does the food service industry workers have to do with the guy who make the fries at the local burger joint. This is not having him work at a restaurant. Working fast food is a big step down from where he was at one point the commercial is very funny and there is noting wrong with it
Reply
Flag
Althought not necessarily demeaning or degrading, I bet anyone who is working in a fast food restaurant, aspires to bigger and better things.
Reply
Flag
isn't this just a glimpse of the future????:P
Reply
Flag
3 Words "Suck... it... K-Fed".
Reply
Flag
I can easily see Kevin working at a burger joint.
Reply
Flag
Just another example of people & organizations being so frickin picky about everything that someone says or does. As far as Kevin Federline is concerned... 'YUK!'
Reply
Flag
Ridiculous. It's not even like this commercial is doing anything to change the already-prevalent perception of the fast food industry which already exists. The sentiment already exists, one commercial as such is not going to make the difference they fear. Plus, all they are doing is just drawing more attention to the issue. Oh well, good for Nationwide - no such thing as bad publicity!
Reply
Flag
Kevin Federline, in the role of a loser working at a fast food restaurant - I'd call that typecasting.
Reply
Flag
Companies like McDonald's are complaining about how they are perceived? Wow and I thought the mayor of Las Vegas was a wuss.
Reply
Flag
K-Fed isn't all hapless. He made a nice paycheck working with the WWE and will most likely enjoy a Kato-like existence from here on out.
Reply
Flag
I'm not a fan of k-fed, but the fast food industry needs to get a reality check. Anyone working in fast food knows it's not an easy job. Showing someone dreaming about being rich & famous while working in fast food isn't a stretch of the imagination. And, I'm sure no matter what job we have there's millions of us who wish we were rich and famous. We've become a country to petty on the small stuff or stuff that doesn't really matter. I say let the commercial play and see how many complain or stop going to Burger King or McDonald's because of the commercial. I'm sure after the commercial there would be a spike in sales at these burger joints.
Reply
Flag
Meh.
Reply
Flag
boring and who cares
Reply
Flag
who cares and boring.
Reply
Flag
wow the super bowl is next sunday.
Reply
Flag
I'm Fed (up)with K-Fed... Just forget about that loser... Let him take his place where he belongs. Obscurity....
Reply
Flag
what a bunch of cry babies
Reply
Flag
"...[It] makes it look as if working at a fast food restaurant is degrading and demeaning."

Uh... "as if"? As a member of the fast food work force, I can honestly say that those jobs ARE degrading and demeaning.

Still, at least it isn't as bad as being Kevin Federline.
Reply
Flag
K-Fed sucks, plain and simple. Now, someone has to give me my fast food. Do I care who it is? No. Is working in fast food glamorous though? Definitely not.



So, uh... If the fast food industry is so upset over this, here's an idea... STOP TREATING YOUR EMPLOYEES LIKE CRAP!



I don't need a neverwas like K-Fed telling me that working at McDonald's isn't fun. (Please, Ronald, don't sue me)
Reply
Flag
This is a very clutch case for freedom of speech. If Nationwide loses to the fast food nation, then consider parody extinct.
Reply
Flag
ok the dude left his first girlfriend who had a kid by him for fame and a trophy wife. How shallow and typical male behavior in today societies. I bet he doesn't even pay his child support. THen the has two more children by britiny and that relionship ends. His publicity did not help his CD when people on American Idol are getting gold records this says something about his talents.

As for the fast food resturants...well if you would pay your employees more than 5.15 and hour with no health insurance maybe the resturant industry would not be looked upon as a losers job! Sure pay them more if you get tax breaks so you can still pay your CEO's millions of dollars..shame on you and you should mocked for the money sharks they are!



They both need to be made fun of and criticized! Grow up Kevin!!Stop making babies you can't pay for and Restuant Business stop stepping on undereducated Americans to make you millions. Your promoting welfare because your workers still qualify for it!! The tax payers are tired of footing the bill for your greedy empire!!!
Reply
Flag
i think K-Fed is a role model and a beacon of hope for everyone. he proves that no matter how big of a loser you may be, you might just hit it big one way or another XD
Reply
Flag
K-Fed IS a loser...
Reply
Flag

Like TV.com on Facebook

  • 8:00 pm
    People's List
    NEW
    ABC
  • 9:00 pm
    20/20: In an Instant Murder in the Maternity Ward
    NEW
    ABC