Internet reacts to shocking Nationwide Super Bowl commercial

Monday February 2nd, 2015

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."

[youtube:http://www.youtube.com/watch?v=dKUy-tfrIHY&feature=youtu.be]

Stunned by the abruptness of the commercial, Twitter responded in force.

SI Apps
We've Got Apps Too
Get expert analysis, unrivaled access, and the award-winning storytelling only SI can provide—from Peter King, Tom Verducci, Lee Jenkins, Andy Staples, Grant Wahl, and more—delivered straight to you, along with up-to-the-minute news and live scores.