Nationwide Super Bowl Commercial: Dead Kid Ad Sparks Twitter Backlash

Nationwide Insurance stood by its controversial Super Bowl commercial featuring a dead kid after facing a tidal wave of criticism.

The multi-million dollar ad spot features a young boy explaining that he won't be able to grow up because he died in a household accident. The commercial then directs people to MakeSafeHappen.com, a website promoting household safety.

"The sole purpose of this message was to start a conversation, not sell insurance," Nationwide said in a statement following the outcry, The Wall Street Journal reported. "We want to build awareness of an issue that is near and dear to all of us — the safety and well being of our children. We knew the ad would spur a variety of reactions."

"While some did not care for the ad, we hope it served to begin a dialogue to make safe happen for children everywhere."

The ad most certainly started a "dialogue," however most of it was extremely negative. Reactions on Twitter — gathered below — ranged from shocked to enraged, with many people deploying humor to help distract themselves from the sheer morbidity of the ad.

Important reminder from Nationwide: Your kids are in mortal peril (or possibly dead already) https://t.co/8UH9ZNa9O1

— Jeff Macke (@JeffMacke) February 2, 2015

My reaction after the nationwide commercial: pic.twitter.com/1UDv45zmZB

— James C. Statton (@jamescstatton) February 2, 2015

Wow, #Nationwide. That was heavy. #SuperBowl

— People magazine (@peoplemag) February 2, 2015

Nationwide just ruined the Super Bowl.

— John Francis Daley (@JohnFDaley) February 2, 2015

Nationwide: You killed your child. Hope you had insurance.

— Ben Shapiro (@benshapiro) February 2, 2015

"Wish my death could made some sweet bank for my parents." -- Nationwide. #SuperBowl

— Patton Oswalt (@pattonoswalt) February 2, 2015

.@Nationwide, you were better off running your normal Peyton Manning commercials, that was just morbid, horrible, and depressing.

— Justin Basch (@JustinJBasch) February 2, 2015

In the next Nationwide Insurance commercial, Peyton Manning chokes on that chicken parm sandwich.

— Ivan the K™ (@IvanTheK) February 2, 2015

I hope the Seahawks had coverage from @Nationwide when they choked. #makesafehappen

— James Taranto (@jamestaranto) February 2, 2015

Final Score: Patriots 28, Seahawks 24, Nationwide minus infinity. #nationwidewillneverbeonmyside

— Mark Frost (@mfrost11) February 2, 2015

“Great news! My son just got cast in a Superbowl commercial! Yeah, he plays a dead kid!”

— scharpling (@scharpling) February 2, 2015

I just saw the darkened silhouette of the Nationwide kid in my bedroom doorway. Then, just like that, he was gone. Thanks, Nationwide.

— Willie Geist (@WillieGeist) February 2, 2015

Would it make you all feel better if I told you the family in that Nationwide commercial are VERY active in the white power movement?

— Jake Fogelnest (@jakefogelnest) February 2, 2015

I can't imagine this is the kind of "earned media" that Nationwide wanted. #DeadKids

— BiasedGirl (@BiasedGirl) February 2, 2015

Nationwide is on death's side.

— Bill Kristol (@BillKristol) February 2, 2015

Did someone order a GODDAMN BUZZKILL? #SuperBowl #nationwide

— Adweek (@Adweek) February 2, 2015

I may be in the minority, but I thought the Nationwide ad was really upbeat.

— GregGutfeld (@greggutfeld) February 2, 2015

Brought to you by Nationwide Insurance pic.twitter.com/y2jLuDYXRX

— Cole Ledford (@ColeLedford11) February 2, 2015

Ok Nationwide you're banned from commercials forever. #SuperBowlXLIX

— Travon Free (@Travon) February 2, 2015

Nationwide your kid just died🎶 pic.twitter.com/JOHo9CCRCg

— The Gabbie Show (@TheGabbieShow) February 2, 2015

Related Stories:

• 3 Super Bowl Commercials Dedicated to American Dads
  
• Snickers 'Brady Bunch' Super Bowl Ad Hits It On the Nose (Video)
  
• Budweiser Super Bowl 2015: Commercial Reunites Puppy With Clydesdales