Nationwide

Nationwide Is Sorry Not Sorry About That Dead Kid Super Bowl Ad

Nationwide has officially responded to its Super Bowl backlash.

Nationwide is on your side... unless you're a parent who hasn't death-proofed their home from all potential mishaps, because in that case your kid is definitely going to die and it's all your fault.

Backing up a bit, the insurance company got a lot of heat for its "Make Safe Happen" Super Bowl commercial Sunday night (February 1), which featured an adorable little boy listing off all of life's major milestones -- none of which he'd be able to experience, because he drowned in a bathtub in an all-too-common household accident. Some viewers seemed to find the commercial jarring and unnecessary, but the statement the company released after the Bowl makes it clear that they're not particularly sorry for bumming anybody out.

"Preventable injuries around the home are the leading cause of childhood deaths in America," Nationwide said in a statement to NBC News. "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 MakeSafeHappen.com, 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."

Basically, all of that sadness and existential dread you felt watching the commercial served a purpose, because people are visiting the safety website now. Check out the commercial below, and be sure to never let your kid near a bathtub, sink, or television ever again: