Federline: Staff who work in Burger King will be spitting in his onion rings

The only time Joss Whedon found the network insisting on changes in Buffy was during the season when his hero was working in the Doublemeat Palace. A certain evil large corporation made "we're going to pull our adverts" type noises, and suddenly Buffy was out of work again.

You annoy the fryers and grillers of America at your peril.

So it's either stupid or... no, it's just stupid of Kevin Federline to mock the grease jockeys in his forthcoming attempt to rehabilitate himself by embracing the fact he's a national joke. In his Superbowl ad, he plays himself as a fast food employee. The fast food world isn't laughing:

The ad amounts to a "strong and direct insult to the 12.8 million Americans who work in the restaurant industry," wrote National Restaurant Association President and Chief Executive Steven Anderson in a letter to Nationwide CEO Jerry Jurgensen.

The commercial "would give the impression that working in a restaurant is demeaning and unpleasant," Anderson wrote.

To be fair, the thought that it's a job that Kevin Federline could hold down would seem to be quite demeaning.

Nationwide - the insurance company whose wares Fed is pushing - are now being gently threatened by a boycott. They're putting a brave face on, though:

A Nationwide executive shrugged off the criticism, saying that where humor is involved, there always will be somebody who doesn't get it.

The company doesn't mean to offend restaurant employees, said Steven Schreibman, vice president of advertising and brand management.

"We're not making fun of anybody, except maybe Kevin Federline."

Of course, if McDonalds really knew what it was doing, it would make an advert where someone dreams of frying chips, only to pull back and reveal its a daydreaming insurance salesman.

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