Why Nationwide’s Sad Super Bowl Ad Was a Winner

The author has no affiliation with Nationwide Insurance or the agency behind their Super Bowl ad.

The majority opinion, including those of advertising experts and news anchors, seems to be that Nationwide scored a loser last night by airing it’s Super Bowl commercial addressing childhood accidents and mortality to an audience of over 100 million. As a psychologist and health care professional, I beg to differ. In fact, Nationwide’s sports’ night contribution could prove to be a blessing for many families. And hopefully, today’s post-game backlash will garner even more public attention for the ad and its important message.

Nationwide’s taking the heat for airing a serious commercial that broke the highly coveted nachos and beer high, because viewers were suddenly forced to consider the tragic consequences of letting down their guard when it comes to child protection. No, it wasn’t a fluffy puppy commercial or a feel good parenting theme, but it also wasn’t a self-serving company ad that made you think about buying insurance.

Nationwide made us question the safety of our children and our homes. And if we were upset, it was because we felt the sadness in the loss it illustrated. Children drown unattended in bathtubs. Toddlers die when non-secured dressers and televisions fall on them. Curious young children ingest medicine and cleaning products that were never intended to fall into their innocent hands. Public health advocates can send out safety pamphlets all day long, but reaching 100 million people who are actually paying attention to commercials is a rare gift when it comes to educational reach.

Imagine the number of young lives that might be saved if even a few viewers took stock in the sad Nationwide message and re-evaluated the safety of their homes? Sacrificing a few Super Bowl laughs is a small price to pay to save a child.

Nancy Berk, Ph.D. is a clinical psychologist, author, comic and entertainment analyst. The host of the showbiz podcast Whine At 9, Nancy digs a little deeper as she chats with fascinating celebrities and industry insiders. Her book College Bound and Gagged: How to Help Your Kid Get into a Great College Without Losing Your Savings, Your Relationship, or Your Mind can be seen in the feature film Admission starring Tina Fey and Paul Rudd.