Video: Nationwide Commercial Sparks Controversy


nationwide-commercial[Video below.] Nationwide had a surprisingly sad Super Bowl commercial that drew the ire of Super Bowl viewers.

The insurance commercial begins with a young boy struggling to keep up with his friends on a tricycle. After lamenting, “I’ll never learn to ride a bike,” the boy begins a day dream that sees him hang gliding while his voiceover adds a series of similar “I’ll never learn to…” fears.

Then, the boy says, “I couldn’t grow up because I died from an accident.”

Next, the text on the screen reads, “The number one cause of childhood deaths is preventable accidents,” followed by a series of scenes depicting bleak household tragedies.

An adult voiceover ends the commercial, “At Nationwide, we believe in protecting what matters most — your kids. Together, we can make safe happen.”

Nationwide responded to its controversial Super Bowl commercial that aired during the first half of the game.

Here’s Nationwide’s statement, via NBC News:

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, 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.

Watch the commercial here:

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{Andy Newscenter}


  1. Bending limits on forever.

    For the next touchdown, never say never.

    Horrible ad in retrospect.

    Otherwise, I did not myself go crazy.

    Nationwide is against your glide.

    Forced symoathy.

    Just kick the ball already!

    Giddy times right?

  2. dont understand why people didnt like it. i dont know about nationwide but i think the message is clear about being more vigilant about avoidable accidents around the house.