Nationwide defends controversial Super Bowl commercial, ‘dead kid’ narrative
It would not be the Super Bowl without there being some controversy regarding at least one of the advertisements, and today, much of that speculation is being thrown in the direction of Nationwide Insurance.
The first ad that the company aired featured Mindy Kaling feeling invisible, at least until she finally found an insurance provider who cared about her. However, this second ad was all about a kid who never grew up, and the reason was slightly less cheery than him being Peter Pan. Instead, it was because he had actually died many years ago as a result of an accident. This was a particularly shocking and depressing narrative choice for the big game, and we feel like it almost was a guilt trip in a way. We’re sure that this doesn’t make anyone feel good, and probably is soul-crushing to parents who do lose a child at an early age.
So while both we and the majority of the internet loathe this ad very much, Nationwide is at least somewhat standing by it. We don’t agree with them, but they are actually breaking the mold in this apology-heavy culture. Here is what they had to say in a statement:
“Preventable injuries around the home are the leading cause of childhood deaths in America. Most people don’t know that. 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. 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. In fact, thousands of people visited MakeSafeHappen.com, a new website to help educate parents and caregivers with information and resources in an effort to make their homes safer and avoid a potential injury or death. Nationwide has been working with experts for more than 60 years to make homes safer. While some did not care for the ad, we hope it served to begin a dialogue to make safe happen for children everywhere.”
One other thing: Is an ad really that effective if thousands of people visit out of more than a hundred million watching? Remember here that this game has the biggest audience out of anything all year, and is in many ways a holiday in its own right. Also, it cost a ton of money to put on the air.
What is your reaction to this ad? Share with a comment, and be sure to check out some other spots from the game! Also, you can sign up right now to score some additional TV updates on all we cover via our CarterMatt Newsletter. (Photo: NBC.)
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