K-Fed Pokes Fun at Himself in Super Bowl Ad

01/17/2007 at 02:00 PM EST

K-Fed Pokes Fun at Himself in Super Bowl Ad
Kevin Federline
Mark Davis/Getty
His pop star wife left him and his rap career is floundering, but Kevin Federline isn't afraid to poke fun at his travails.

In a Nationwide Insurance ad scheduled to air during the Super Bowl next month, Federline appears in what looks like a slick rap video featuring the girls-and-money clichés, only to be snapped back to reality: He's actually daydreaming at the fryer at a fast-food restaurant – emphasizing Nationwide's slogan, "Life comes at you fast."

"This is his way to get the last laugh," Nationwide ad executive Steven Schreibman tells PEOPLE.

Federline seems to agree: "Life came at me fast," he told PEOPLE Wednesday. "I'm having fun, you know, I'm showing a comedic side of myself and letting people know that I don't take it too seriously."

The commercial, which Federline, 28, started filming Tuesday in Los Angeles, will air during the third quarter of the Super Bowl on Feb. 4. On the set, Federline has been "so humble, so professional," says Schreibman. "Everyone has fallen in love with him."

Life has indeed come at Federline fast in recent months. His debut album, Playing with Fire, sold just 6,500 copies in its first week in October, according to AP. And of course, Britney Spears filed for divorce from him on Nov. 7.

Despite his troubles, Federline recently got a vote of confidence from another ex, Shar Jackson, with whom he has two children. "He's a trouper," Jackson told PEOPLE last week. "He knows that everything in life is, ya know, an experience and you learn from it and then you get past it. I'm not worried about him."

Your Reaction

Follow Us

On Newsstands Now

Lupita Nyong'o: Most Beautiful!
  • Lupita Nyong'o: Most Beautiful!
  • Chelsea Clinton is Pregnant!
  • Exclusive Royal Tour Diary

Pick up your copy on newsstands

Click here for instant access to the Digital Magazine


From Our Partners

Watch It

Editors' Picks

From Our Partners

Sign up for our daily newsletter and other special offers.
    Choose your newsletters
Thank you for signing up! Your request may take up to one week to be processed.
    see all newsletters