Nationwide had a surprisingly sad Super Bowl commercial that drew the ire of Super Bowl viewers Sunday night.
The insurance commercial begins with a young boy struggling to keep up with his friends on a tricycle. After lamenting, "I'll never learn to ride a bike," the boy begins a day dream that sees him hang gliding while his voiceover adds a series of similar "I'll never learn to..." fears.
Then, the boy says, "I couldn't grow up because I died from an accident."
Next, the text on the screen reads, "The number one cause of childhood deaths is preventable accidents," followed by a series of scenes depicting bleak household tragedies.
An adult voiceover ends the commercial, "At Nationwide, we believe in protecting what matters most -- your kids. Together, we can make safe happen."
Stunned by the abruptness of the commercial, Twitter responded in force.
(nationwide jingle) Once you’re born you start to die— Ryan Nanni (@celebrityhottub) February 2, 2015
HI WE'RE NATIONWIDE BUY OUR INSURANCE OR YOUR KIDS WILL DIE— Fake Bo Pelini (@FauxPelini) February 2, 2015
Nationwide: Buy our insurance. Or else...— Ben Badler (@BenBadler) February 2, 2015
Nationwide just ruined the Super Bowl.— John Francis Daley (@JohnFDaley) February 2, 2015