Nationwide explains its dark Super Bowl commercial

(Image credit: Facebook.com/Washington State DSHS)

published 2 February 2015

Nationwide wasn't on our side during the Super Bowl, when it aired one of the most bleak commercials in recent memory.

In case you missed it, audiences were introduced to a boy who told us about all the wonderful milestones in life he never got to reach because...wait for it...he's dead. The point of the commercial was to discuss how the top cause of childhood deaths is preventable accidents, but all anyone could talk about was being hoodwinked by a ghost kid:

In response, Nationwide announced late Sunday that "the sole purpose of this message was to start a conversation, not sell insurance. 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.... While some did not care for the ad, we hope it served to begin a dialogue to make safe happen for children everywhere." The company also shared a link to its new website for parents and caregivers that aims to educate people on home safety.—Catherine Garcia

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Catherine Garcia has worked as a senior writer at The Week since 2014. Her writing and reporting have appeared in Entertainment Weekly, The New York Times, Wirecutter, NBC News and "The Book of Jezebel," among others. She's a graduate of the University of Redlands and the Columbia University Graduate School of Journalism.