This Sports Illustrated article says Mr. Federline is gong to make an appearance in a Nationwide Mutual Insurance Co. commercial to air during the Super Bowl.
My first thought was, "You've got to be kidding. If it's going to work at all, you need to make fun of him."
Thankfully, it doesn't appear he will be used "seriously" in his role (ala Diddy and others in Pepsi's spots last year). He'll be continuing their "Life Comes at You Fast" series. So despite my knee-jerk reaction to the headline it may turn out to be a funny/effective spot.