This story has been updated with a statement from Nationwide.
Oh hey, having a good time watching the big game? Well, here's a dead child.
Nationwide Insurance, known hereafter as the Debbie Downers of Super Bowl XLIX, aired an ad called "Make Safe Happen" during the game's second quarter, which was basically the opposite of everything good and happy in this world. In the approximately 45-second spot, a sweet little boy describes his missed experiences -- riding a bike, kissing a girl -- because he's dead.
Cut to footage of overflowing bathtubs and smashed TVs, because everything is dangerous. The upside? Julia Roberts narrated it, and she is a gem.
The Internet immediately exploded in WTFs because that wasn't just dark, it was the ultimate buzzkill.
In response to McDonald's pay with hugs campaign, Nationwide will allow you to pay for insurance with DEATH.— LostLettermen.com (@LostLettermen) February 2, 2015
YOU GUYS YOU GUYS Your child could die Did you not know that?— Ben Dreyfuss (@bendreyfuss) February 2, 2015
Nationwide Cuz' Your Kid Died! #SuperBowlXLIX— Travon Free (@Travon) February 2, 2015
pic.twitter.com/Yu7CKZVwqI— nick pants (@nick_pants) February 2, 2015
Nationwide slightly redeemed itself with its peppy other ad featuring the adorable, and alive, Mindy Kaling.
"Ummmmm, maybe we should open with the Mindy Kaling one," said Nationwide.— bobby finger (@bobbyfinger) February 2, 2015
UPDATE, Feb. 2, 9:57 a.m. Nationwide Insurance issued a statement regarding its Super Bowl ad, claiming the sole purpose of its controversial ad was to "to start a conversation, not sell insurance."
The statement continued saying the company was aware the ad would "spur a variety of reactions" but claim "thousands of people" visited the MakeSafeHappen website after the ad aired.