Banking on the seemingly bottomless pit of interest in Britney Spears and her soon-to-be ex, Kevin Federline, Nationwide Mutual Insurance is bringing out its Super Bowl ad a week before the big game.
It's a highly unusual move for a game advertiser.
Today, Nationwide will announce the (no longer) surprise ending of its ad, that K-Fed will be dreaming of a show-biz career, while working
at a fast-food joint, something with which he is slightly familiar.
Nationwide will post the ad on its Web site on Jan. 29 and may post it elsewhere, such as YouTube. The plan, says
company ad chief Steven Schreibman, is to leverage "all this pent-up interest in Kevin Federline and his life--pre-Britney and post-Britney and where he's going now." In other words, it's about the
buzz.
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