The most talked about ad from last night's Super Bowl is from Nationwide -- but it isn't because people liked it.

The most talked about ad from Super Bowl XLIX is from Nationwide — but it isn’t because people liked it. Instead of going for something clever and funny or touching and poignant, Nationwide decided to remind people that their kids can die in accidents.

The spot (edited to have what looks like an eerie gray filter from Instagram over it) shows a young boy narrating how he will never learn to ride a bike, get cooties from a girl, learn to fly, or get married, as a soft but deceptively uplifting song plays in the background. The scenarios become more and more imaginative, with real “cooties” dancing around the boy and a bunch of animated toy robots consoling him in a storybook forest at his missing wedding — perhaps to symbolize the vast imagination he’ll never experience, either.

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