Nationwide was the most mentioned Super Bowl advertiser on social media — not for the right reasons

BusinessInsider ^ | 1 Feb 15 | Lara O'Reilly

[xzins]

Nationwide ran two ads during the Super Bowl this year, but it was one that told the story of dead children (watch it below) that really got people talking.

So much so that Nationwide has landed itself the ominous title of the most-mentioned advertiser on social media during Super Bowl XLIX, according to quickfire analysis from digital marketing technology company Amobee Brand Intelligence across Twitter, Facebook and YouTube.

The ad, which featured a boy talking about all the life achievements he missed out on because he died in an accident, was an attempt to raise awareness about the fact that preventable childhood accidents are the leading cause of childhood death.

But the insurer was slammed on social media, with viewers calling the campaign "depressing." Almost two-thirds (64%) of the mentions about Nationwide were negative in sentiment, Amobee found. Just 12% were positive and 24% were neutral.

[bluejean]

I actually cracked up at the old guy accidently tossing his Viagra pill out the window as that old gal waited for him in bed. I wasn’t expecting that and it really got a laugh out me.

Dead kid ad was macabre, dark, disturbing. No place for it in the middle of the Super Bowl. We deal with serious disturbing crap all year long, truckloads of it in the daily news. Didn’t need that. Didn’t want it. Didn’t appreciate it.

The rest of the commercials were so-so. Even the Budweiser one which I always look forward to, seemed like it was thrown together without much thought. Previous years’ can still bring a tear to my eye. I’ll always love the Clydesdales playing football and the little Clydesdale growing up to take his place on the wagon team.

[jttpwalsh]

Sorry for your loss. I can’t imagine how terrible that commercial must have been, for you.

[xzins]

I’m truly sorry for your loss, and I can see how their ad might even be seen as cruel by those who’d experienced loss.

[HiTech RedNeck]

Agree, the sympathy would be there if it wasn’t that they actually sell coverage. Public service safety announcement that seems too self serving. It would have been better in tone if it had been from the National Society Of Funeral Directors or some such thing. (”Why be in such a hurry for us”)

[xzins]

The Viagra pill was probably the funniest. I agree. Bad thing is I don’t remember the auto.

Seems they’d want you to remember the brand of car. Lol.

[mc5cents]

I did like the Doritos where the airplane passenger was doing everything possible to keep the middle seat next to him open.

That commercial was the winner of the Doritos commercial challenge and won a million dollars for the guy that did it. It cost $2,000 to produce. A great example why you don't need B.I.G. government wasting our tax dollars! Give the average guy an incentive and stand back.

[xzins]

Maybe from a sporting firm that sold parasails, canoes, etc., the kinds of things a kid might like to do. And then a few pointers on HOW to be safe.

[HiTech RedNeck]

Yeah... like “live long and enjoy”

[Pilgrim's Progress]

I guess my question is that if the family had only had Nationwide then the child would not have died?

Also did you all notice the commercials (Nissan for one and Fiat the other) that had product placements - probably to help pay for the ad time.

Nissan had a box of Cherrios on the table, and Fiat (though not mentioned by name) had Viagra.

[KarlInOhio]

I’ll always love the Clydesdales playing football

Those were some of the classics. "Do they always do that?" "No, they usually go for two." And the zebra ref. And the streaker sheep on the field. They had a good few years on that series.

[KarlInOhio]

Funny in a demented sort of way...I guess they expected too much negative reaction.

Especially from Budweiser. And when Budweiser frowns football and network executives start crying.

[Tanniker Smith]

Don’t screw with Angryneeson52.

[puppypusher]

But the insurer was slammed on social media, with viewers calling the campaign “depressing.” Almost two-thirds (64%) of the mentions about Nationwide were negative in sentiment, Amobee found. Just 12% were positive and 24% were neutral.

The truth is usually depressing.Especially when it comes to the death of children.

[xzins]

I don’t need to hear about it from someone selling insurance when I’m at a party.

Nationwise....your kid just died

[xzins]

Is that pronounced Li..am or Lee...am?

[WayneS]

My immediate thought after the “punchline” was that it had been produced by the CDC.

Then the Nationwide logo appeared, and I thought “of COURSE it was not produced by the CDC because the TYPE of accident was not identified. The CDC would have had the kid dying of an accidental gunshot wound.

[xzins]

With Nationwide, I guess you at least get some cash back.

[puppypusher]

Your right though,That was the wrong kind of ad for that event.

[Tanniker Smith]

I knew a lot of people upset with the Nissan ad, playing Cat's in the Cradle, with the moral of "Son, I ignored you growing up, so here's a Nissan."

Most pointed out that Harry Chapin died in a car accident in Brooklyn.

(Granted, he was probably dead of a heart attack before the car actually crashed, but Nissan should've been aware of this. Wonder what kind of car he was driving -- there weren't any Nissans back then. Datsun, maybe?)

[ExTxMarine]

They didn’t offer a single pointer.

That was the WORST thing about the commercial! I am a Safety Manager for a national electrical contractor and I turned to my wife and said, "What the hell good was that commercial?!?"

This was like your coach telling you over and over that the other team is good, they are great, they win lots of games! Then he looks at you and says, "Score a touchdown." If you don't tell me how, then what the EFF good are you?!?

It was macabre, without a single good point! And as pointed out already, probably very hurtful to those who have lost loved ones. Just a bad commercial - period!