Backlash against Nationwide for 'dark' and 'depressing' Super Bowl ad about fatal childhood accident that stars dead little boy
In the advert, the cherub-faced child talks about all the milestones he will miss out on after dying in an accident, including learning to ride a bike, receiving 'cooties' from a girl and getting married.
In a voice brimming with hope and potential, he says: 'I'll never learn to ride a bike or get cooties. I'll never learn to fly or travel the world with my best friend. And I won't ever get married.'
Speaking directly to the camera, he finishes: 'I couldn't grow up. Because I died from an accident.'A haunting image of an overflowing bathtub that presumably killed the boy then fills the screen, alongside the words: 'The number one cause of childhood deaths is preventable accidents.'
Within seconds of the advert airing on Saturday, at a price of $4.5million (plus production costs) to Nationwide, thousands of people globally had taken to social media to express their disgust.
Rob Fee, from Louisville, Kentucky, tweeted: ''Hope you guys are having a great day. Did you know your kid is probably gonna die soon? Enjoy your nachos & funeral planning!' - Nationwide.'
As the 28-24 game drew to a close, the New England Patriots fan added: 'When your team is winning, but you can't stop thinking about the dead kid in that Nationwide commercial.'
Another Twitter user wrote: 'That nationwide commercial was seriously the most depressing one ever', while others described the advert as 'inappropriate' in the context of the Super Bowl.
Indeed, one woman, who goes by the name Brooke, tweeted: 'What's up with Nationwide playing that depressing ad during one of the biggest nights in football?'
In response to the criticism, Nationwide said the sole purpose of the 30-second commercial was to incite conversation and raise awareness of the issue of preventable childhood deaths.
In a statement, the firm said: '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. While some did not care for the ad, we hope it served to begin a dialogue to make safe happen for children everywhere.'
And the commercial certainly got people talking - landing itself the title of the most-mentioned advertiser on social media during the Super Bowl, according to Amobee Brand Intelligence.
Of its nearly 250,000 mentions during the game, almost two-thirds (64 per cent) were negative, 24 per cent were neutral and just 12 per cent were positive, Business Insider reported.
However, Charles Taylor, marketing professor at the Villanova School of Business, Pennsylvania, said although the advert's intention was 'very good', it was 'playing with fire' with its content.
Following the image of the overflowing bathtub, pictures of other scenes of death - including an open kitchen cupboard filled with everyday chemicals and a fallen television - filled the screen.
A female voiceover then said: 'At Nationwide, we believe in protecting what matters most. Your kids.'
She ended: 'Together, we can make safe happen' as the hastag #makesafehappen was shown.
And Nationwide Insurance's commercial was not the only serious advert to run during the major sporting event, which was watched by more than 100million people worldwide.
Carnival featured a voiceover by John F. Kennedy speaking lyrically about the sea, while Procter & Gamble's ad for its Always products brand tried to redefine what it means to 'do things like a girl'.
Shortly after the latter ad aired, the hastag #LikeABoy started trending as men tried to counter the campaign, with many deeming it sexist and exclusionary.
Meanwhile, a public service announcement by coalition No More depicted a chilling 911 call from a battered woman to demonstrate the terror of domestic abuse.
'It's a shame there aren't any commercials for antidepressants because these commercials make me want some,' said Jon Early, who was watching the game in New York with friends.
'Football is supposed to be an escape.'
Twitter user Scott Kurtz added: 'Pretty awesome play huh? Anyway, childhood diabetes. Nationwide. Domestic abuse. Call your dad. #downerbowl'
The serious themes are believed to have been an effort to win over Americans who have a lower tolerance for crass ads with an overuse of sexually explicit themes and sophomoric humor.
They also have short attention spans these days, thanks to the bite-sized nature of social media.
The serious spots were a continuation of a trend that started last year when advertisers shied away from the tactics that had been commonplace during Super Bowl.
The difference this year is that many of the serious ads had an overarching 'message' to live better, think better and be better. With 30-second ads costing $4.5 million for the chance to market their brand to millions, advertisers were trying to stand out by marketing socially conscious messages.
In the process, they hoped to boost the image of their brands.The Super Bowl reflects what's happening in the country,' said Tim Calkins, a marketing professor at the Kellogg School of Management at Northwestern University.
'Maybe in the country today we're a little more reflective and a little more pensive.'
A Microsoft ad told the story of Braylon O'Neill, a boy who was born missing the tibia and fibula bones in both of his legs so he had to learn to live with prosthetic legs developed by Microsoft.
Meanwhile, Nissan returned to the Super Bowl after 18 years with an ad featuring the story line of an up-and-coming race driver and his wife struggling to balance work and raising their son.
In a jarring detail that many on social media pointed out, the commercial was set to 'Cats in the Cradle' by Harry Chapin, who was killed in a car crash.
Other advertisers tried to implore people to do positive things.In apparent commentary on how heavily food companies market to Americans, Weight Watchers' Super Bowl debut ad showed pizza and doughnuts in large portions, with an ominous voiceover saying 'You gotta eat, right?' A tagline said Weight Watchers can help members take control.
But it didn't resonate with all viewers, many of who were at Super Bowl parties eating snacks. 'Some people are saying it made them want to eat more than anything,' said Villanova's Taylor.
Meanwhile, fast food chain McDonald's announced it will randomly select customers who can pay for their food with acts of goodwill, such as calling their moms and telling them they love them.
However, not all of the commercials were serious.
Nationwide's other ad showed 'Mindy Project' star Mindy Kaling walking around New York believing she is invisible and doing scandalous acts, including sitting naked in Central Park.
As she walks through a car wash, she tries to kiss actor Matt Damon, but as it turns out, he can see her. The idea is Nationwide doesn't treat customers like they're invisible.
Naomi Zikmund-Fisher, a psychotherapist watching the game in Ann Arbor, Michigan, said the ad appealed to her. 'It sucked you in as a plot and then ruined it for her,' she said.
Another ad scored early. Chevrolet's spot before kickoff appeared to be a live game feed that turned into static and a blank screen, shocking some viewers. Chevrolet used the trick to show that its Colorado truck has 4G LTE Wi Fi, allowing for live game streaming in the truck.
'That one got all of our attention,' said Kirin Jessel, who watched the game with co-workers in Oakland, Calif. 'We were thinking "Oh my God, what's happening".'
On Sunday evening, Tom Brady and Bill Belichick trumped the Seattle Seahawks in a nail-biting game to secure a historic fourth Super Bowl win with the New England Patriots.
The Patriots clinched the 28-24 victory when rookie Malcolm Butler intercepted a pass from Seattle's Russell Wilson at the New England end zone in the final seconds of the game.
Speaking after Sunday's highly-anticipated game, Butler told reporters: 'I just had a vision that I was going to make a big play and it came true.'
Robert Kraft, 73, joined at the game, by his 34-year-old blonde girlfriend, Ricki Noel Lander, said he was proud of his team.
'I love our team, I'm proud of our guys and we're going to carry on and hopefully do well,' Kraft said as he headed over to congratulate his players.
The Patriots' win comes amid the deflate-gate scandal, which has made headlines across the world.
The NFL team has been accused of deliberately or negligently under-inflating the footballs used in their AFC Championship game against the Indianapolis Colts on January 18 this year.
But addressing the media about a more positive issue - the team's victory - on Sunday night, Belichick, who is the league's longest-tenured active head coach, said: 'We've got a great team, they played well again tonight. I'm so proud of all these players. I love these guys.'
Star quarterback Brady, who was named Super Bowl MVP for the third time following the Patriots' win, attributed the team's success to a 'lot of mental toughness', saying he and his teammates had 'never doubted each other' and had been prepared to face a 'great' rival.
Holding the Vince Lombardi Trophy aloft, an elated Brady thanked his family, friends and fans,