Nationwide 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 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.”