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The good ol’ American penny has a new champion, and his name is Kevin Federline.

Yes, Mr. Spears apparently has taken on a celebrity cause: saving the cent, which one congressman has suggested eliminating because the cost of making a penny has risen, Us Weekly reports.

But Lincoln-loving K-Fed may have an ulterior motive. He’s attending a New York news conference Wednesday with Virgin head Richard Branson to promote Virgin Mobile’s new text messaging plan–1,000 texts for $9.99 a month, or about a penny per text–as well as “penny awareness.”

Of course, we should have been mindful the minute we saw “Federline” and “awareness” in the same story.