Britney's Fed-ex goes to the Super Bowl

NEW YORK (CNNMoney.com) -- Kevin Federline is getting another extension to his 15-minutes of fame since his flame-out with ex-wife Britney Spears, as he is set to appear in one of this year's Super Bowl XLI ads.

Nationwide (down $0.29 to $53.33, Charts), the diversified insurance and financial services firm, announced it will use Federline in its award-winning advertising campaign for its second Super Bowl ad, with the punch line, "Life Comes at You Fast."

Kevin Federline, also known as K-Fed and Fed-ex.

The commercial will begin with Federline, also known as K-Fed now also known as Fed-ex, in a rap video which suddenly changes in a "dramatic and unexpected" way to push viewers to prepare for inevitable life changes.

"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. He's poking fun at himself, and in the process gets to have the last word." said Schreibman.

This is the third ad the Columbus, Ohio-based company has made featuring a celebrity. Past appearances include romance icon Fabio in 2006 and rapper M.C. Hammer in 2005.

The ad will run during the third quarter of the Super Bowl and will be available at the company's Web site beginning Jan. 29.

Off-beat commercials are also expected from Pepsi's (down $0.08 to $64.77, Charts) Frito-Lay unit which partnered with Yahoo (down $0.41 to $28.88, Charts) to promote a competition in which the best home-made Doritos ad would be selected to air during the Super Bowl. Diamond Foods' (up $0.00 to $18.80, Charts) Emerald Nuts, also known to have unusual ads, plans to return with another weird advertisement.

NBC: Must-see profitability