#10. Nationwide Insurance: "Rollin' VIP" (Kevin Federline)
T:M/Irving, Texas

Who knew last January that Kevin Federline would emerge as Father of the Year instead of just another pop-star cast-off? Surely not Nationwide, when it recruited Britney Spears' ex to appear in a Super Bowl ad working at a fast food restaurant with the tag line, "Life comes at you fast." Clever and attention-grabbing, this commercial has just one flaw: The brand really burnished was Federline's.