Shocking Nationwide Super Bowl Commercial Proving Effective With Viewers

CBS Sacramento

SACRAMENTO (CBS13) — A Super Bowl ad from Nationwide is stirring controversy as people were offended by a commercial discussing a child’s death.

The ad was part of Nationwide’s Make Safe Happen campaign, which aims to reduce childhood home accidents. It has a child narrating life experiences they won’t be able to experience before finally revealing he died in an childhood accident.

UC Davis marketing professor Olivier Rubel says the goal of many ad campaigns is to shock viewers to think and do. But he says it’s difficult to feel childhood death mixes with football festivities.

“I think what is puzzling is that they didn’t partner or didn’t seem to partner with any kind of nonprofit or organizations that advertise this cause, so viewers of the ad might be saying: why are they doing this ad? Where are they coming from?” Rubel said.

The backlash on social media prompted the…

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