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.
Cut to a close up of the boy looking despondent as he says, "I couldn't grow up, because I died from an accident."
Watch the ad, below.
Nationwide got a huge reaction out of the ad, though it wasn't positive. Many took to Twitter to accuse the insurer of being a "Debbie Downer," and the spot drew criticism for being too serious.
Nationwide responded immediately defending the ad choice, saying its intention was to "begin a dialogue to make safe happen for children everywhere."
We exist to protect what matters most -- your kids. See how: http://t.co/E06y5DGOX5 #makesafehappen
— Nationwide (@Nationwide) February 2, 2015 Was the Super Bowl the right time and place for Nationwide to run its "Make Safe Happen" campaign? They seem to think so. See some reaction below, and make sure to add yours by commenting below or tweeting us at @PC360_Markets.
@PC360_Markets - "Too dark?" You think?! My #SuperBowlSunday party just turned into a wake after that one. Important message, bad timing.
— Mike Consedine (@expainscommish) February 2, 2015 Nationwide absolutely owned the NFL season with singing Peyton ad. Erased it all tonight.
— Darren Rovell (@darrenrovell) February 2, 2015 Just saw the @Nationwide commercial. Great for PSA but poor taste for selling insurance which, despite the statement, was the goal
— Angry Chihuahuas (@angrychihuahuas) February 2, 2015 Just saw the @Nationwide "Make Safe Happen" commercial... As a parent, that dumb ad is enraging. Fear mongers.
— Andy Cook, Ph.D. (@abairdcook) February 2, 2015 How does insurance stop you from dying? Doesn't it just help after the fact? Wasn't that point of the commercial? Get nationwide or die?
— MilkChocl8Marcus (@chiveadelphia) February 2, 2015 You fearmongers should be in jail. I'd get my insurance anywhere but from you now. #nationwidecommercial
— Christy Potter (@ChristyWriter) February 2, 2015 #nationwidecommercial Not promoting a product or service. Simply trying to reach the largest single audience with an important message.
— John McManus (@auburnlad) February 2, 2015 Your commercial inspired my wife and I to move our cleaning products to a safer area away from kids reach. TY @Nationwide #makesafehappen
— Mike Thorp (@MThorpXXi) February 2, 2015 All joking aside, my aunt made a pretty good point. If just 1 child was saved as a result of the @nationwide commercial, isn't that good?
— Jennifer (@jenlind70) February 2, 2015© Arc, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to TMSalesOperations@arc-network.com. For more information visit Asset & Logo Licensing.