Nationwide had a surprisingly sad commercial during Super Bowl XLIX.
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.
HI WE'RE NATIONWIDE BUY OUR INSURANCE OR YOUR KIDS WILL DIE— Faux 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