Nationwide was attacked on social media for its dark twist on its Super Bowl ad. Many parents took to Twitter to argue that there was no need for the insurance-based advert. It was certainly a very different advert to the rest that appeared during the night.
Nationwide Insurance shared a video that looked sweet and innocent at first. It was a young boy dressing up in various situations, but sharing the things that he would not do. It was only a few seconds in that parents realized that it was not that sweet after all. The boy shared that he could not grow up, because he died in an accident.
The advert was used to highlight the number of deaths that occur due to preventable accidents. It was not just the wording, either. The images of the overflowing bathtub that many viewers assumed caused the accident haunted people well into Super Bowl XLIV. It cost Nationwide $4.5 million just to air the ad during the Super Bowl commercials, with production costs on top of that.
Within seconds, people took to Twitter and other social media outlets to attack Nationwide Insurance for the dark Super Bowl ad. People want light-hearted, fun commercials when they are watching the biggest game of the season. They do not want to think about the accidents that can occur, especially during such a close and nail-biting game.
It was so dark and depressing that it led to people all over the world quickly hearing about it. It usually takes much longer for people in Britain and other parts of the world to hear about the American ads, but people were quickly looking at YouTube and Twitter for more information.
While attacking Nationwide for the commercial, others attacked NBC for allowing it to air. They deemed it “inappropriate” for the game, and the network should have known better.
Nationwide did defend its decision to share the ad. The company stated that the 30-second ad was to raise awareness of preventable accidental deaths and incite conversation. It clearly did both, but maybe not in the best way possible. The aim was not to sell insurance during the Super Bowl commercials, and it believes that it did exactly as it wanted. The company hopes that it will help to keep children safe around the world.
The advertiser was the most-mentioned during the whole of the Super Bowl, Amobee Brand Intelligence stated. There were some positive comments, but that was just from 12 percent of the almost quarter of a million mentions. 24 percent of the comments were neutral, and possibly from people in other parts of the world that had no idea what was going on. Nearly two thirds of the comments were negative about the ad.
The Super Bowl ads are known for being cute and funny. There were certainly many of them, with the Budweiser puppy as one example. However, one company in particular decided to do something different this year. Nationwide Insurance has now been attacked on social media for its dark Super Bowl ad, with many saying it was inappropriate for the football game.
By Alexandria Ingham