Congratulations to Nationwide Insurance for the total buzzkill during the Super Bowl,
Nationwide Insurance has sparked outrage after showing a ‘dark’ and ‘depressing’ commercial about a young boy who died in a preventable accident during the Super Bowl XLIX.
In the advert, the cherub-faced child talks about all the milestones he will miss out on after dying in an accident, including learning to ride a bike, receiving ‘cooties’ from a girl and getting married.
In a voice brimming with hope and potential, he says: ‘I’ll never learn to ride a bike or get cooties. I’ll never learn to fly or travel the world with my best friend. And I won’t ever get married.’
Speaking directly to the camera, he finishes: ‘I couldn’t grow up. Because I died from an accident.’
A haunting image of an overflowing bathtub that presumably killed the boy then fills the screen, alongside the words: ‘The number one cause of childhood deaths is preventable accidents.’
Within seconds of the advert airing on Saturday, at a price of $4.5million (plus production costs) to Nationwide, thousands of people globally had taken to social media to express their disgust.
Rob Fee, from Louisville, Kentucky, tweeted: ”Hope you guys are having a great day. Did you know your kid is probably gonna die soon? Enjoy your nachos & funeral planning!’ – Nationwide.’
As the 28-24 game drew to a close, the New England Patriots fan added: ‘When your team is winning, but you can’t stop thinking about the dead kid in that Nationwide commercial.’
Another Twitter user wrote: ‘That nationwide commercial was seriously the most depressing one ever’, while others described the advert as ‘inappropriate’ in the context of the Super Bowl.
Indeed, one woman, who goes by the name Brooke, tweeted: ‘What’s up with Nationwide playing that depressing ad during one of the biggest nights in football?’
Seahawks fan are probably doubly depressed. Well, they wanted attention and now they’re got it.
In response to the criticism, Nationwide said the sole purpose of the 30-second commercial was to incite conversation and raise awareness of the issue of preventable childhood deaths.
In a statement, the firm said: ‘Nationwide ran an ad during the Super Bowl that started a fierce conversation. The sole purpose of this message was to start a conversation, not sell insurance.
Um, a fierce conversation isn’t what football fans were looking for, idiots.