K-Fed Pokes Fun at Himself in Super Bowl Ad

The Nationwide Insurance spot will show Britney's ex going from riches to rags

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.”

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