In Blog Buzz, K-Fed Triumphant

NEW YORK If blog chatter is anything to go by, choosing a B-list celebrity for your ad is more effective at building anticipation than the current vogue of letting consumers make your spot.

That’s according to Nielsen//BuzzMetrics, which shares the same parent company as Adweek, which has been tracking chatter in the lead-up to next weekend’s game. It found that of blog posts about Super Bowl ads, 26 percent were about Nationwide Mutual Insurance’s choice of the former “Mr. Britney Spears,” Kevin Federline. That outstripped buzz about consumer-generated ads on the way from Doritos, the National Football League and Chevrolet, the service said.

Nationwide enlisted Federline as the star of its “Life Comes at You Fast” commercial, looking to capitalize on his notoriety following his separation from pop star Spears. The buzz was heightened by further controversy from fast-food restaurant workers displeasure with their portrayal in the spot.

The washed-up celebrity route is not new for advertisers looking to break through the Super Bowl clutter. In fact, Nationwide employed similar tactics in years past, employing Fabio for last year’s game and Hammer in 2005. Independent TM Advertising in Irving, Texas, is Nationwide’s agency.

Nationwide is milking the attention for all its worth. It posted a video of Federline rapping that Nationwide posted on YouTube last week has garnered over 110,000 views, though just a one-star rating.