Nationwide Commercial

photokitty · February 2015

I'm going to go out on limb and say, while the Nationwide commercial made me sad and uncomfortable, I'm really glad they aired it.

If you haven't seen it, here it is - have a tissue handy:

https://www.youtube.com/watch?v=dKUy-tfrIHY

I don't have kids. I know not to let a kid bath alone and to hide the tide pods and poisons. I did not realize that my nephew could pull my flat screen on top of himself and possibly die from the impact.

It is a tough discussion, one that we should be having. One that Nationwide has forced us to have, in a well done and very effective commercial.

If this commercial save the life of one child, it was worth while. I applaud Nationwide for making me sad, uncomfortable, but more importantly opening my eyes and forcing me to think and talk about a difficult, scary and very real problem.

I feel he same way about NO MORE's commercial:

https://www.youtube.com/watch?v=tJaSj_qipic

And the full 60 second commercial of the full 911 call:

https://www.youtube.com/watch?v=rTJT3fVv1vU

Do I wish there had been more funny commercials? Yes. But that's bc it would have been easier. I'm glad these two organizations took the opportunity to spend a ton of money to get important messages across.

What do you think?

beachyone15 · February 2015

As much as I didn't like the ad itself, it made it's impact. I mean, we are all still talking about it. That's the point of good effective advertising.

lyndausvi · February 2015

I somehow missed the commercial. I think we all did. I think we were doing shots,not sure?

I did see it this morning and Nationwide made a statement saying the point was to start a conversation. They succeeded.

AprilH81 · February 2015

I saw the commercial and honestly it confused me because it was so vague.

I think a more specific commercial, or series of commercials, stating that "90% of childhood deaths are cause by preventable home accidents. The number 1 accident is drowning (or whatever), make sure you don't leave kids unsupervised in the bathtub or pool" would have been a lot more effective.

I only half paid attention to the commercials and the game but there were a lot of sad/depressing/weird commercials. So much money wasted because I was left "WTF" on a lot of them.

theartistformerlyknownas · February 2015

I agree. They achieved their intent, which was conversation. And whether people like to admit it or not, I'm sure even the people who hated the commercial and thought it went too far will be taking a second thought about things around their home. It's easy to say we all know those things are dangerous, but the fact is kids DO still die at home accidentally far more often than they should (which is 0 times).

emmaaa · February 2015

As sad as it made me to watch, they clearly proved their point and accomplished what they set out to do.

KatieinBkln · February 2015

I appreciated the No More commercial. I hated the Nationwide commercial.

Why? Because No More is not in the business of selling me anti-rape/violence insurance. When companies who stand to gain from scaring us (i.e. every insurance company, not just Nationwide) air these kinds of commercials, I am incapable of responding with anything but cynicism.

photokitty · February 2015

KatieinBkln said:

I appreciated the No More commercial. I hated the Nationwide commercial.

Why? Because No More is not in the business of selling me anti-rape/violence insurance. When companies who stand to gain from scaring us (i.e. every insurance company, not just Nationwide) air these kinds of commercials, I am incapable of responding with anything but cynicism.

I see your point, but I don't think Nationwide makes much money off life insurance for kids. I don't think the motive was to save money by not paying out child death claims, but even if it is - I would still rather have them air it to raise awareness. The message is protect your kids, not buy insurance in case the TV falls on them. Insurance money can't bring back your kids, prevention can keep them here though.

KatieinBkln · February 2015

photokitty said:

KatieinBkln said:

I appreciated the No More commercial. I hated the Nationwide commercial.

Why? Because No More is not in the business of selling me anti-rape/violence insurance. When companies who stand to gain from scaring us (i.e. every insurance company, not just Nationwide) air these kinds of commercials, I am incapable of responding with anything but cynicism.

I see your point, but I don't think Nationwide makes much money off life insurance for kids. I don't think the motive was to save money by not paying out child death claims, but even if it is - I would still rather have them air it to raise awareness. The message is protect your kids, not buy insurance in case the TV falls on them. Insurance money can't bring back your kids, prevention can keep them here though.

I am sure they don't! And of course you're right that a good message is a good message, so maybe the motives don't matter. But I'm so acutely aware of the fact that Nationwide doesn't air these kinds of (extremely expensive, Super Bowl primetime-slot) ads out of the goodness of their corporate heart. They air them because they have decent science telling them that if they make an emotional impression on parents, then those same parents will be likely to go to Nationwide when the time comes to buy car/home/life insurance.

I'd have a lot more respect for the motives if they simply aired a public service announcement and didn't put their name on it at all.

kat1114 · February 2015

When the kid said he died, I was expecting the voiceover to come on and tout their life insurance policy for kids.

[Deleted User] · February 2015

Caveat to my post - I work at Nationwide (not at all tied to Marketing/Advertising, which today I am thankful for after the feedback and angry people).

Internally, they introduced this Make Safe Happen campaign briefly to associates last year. It's from a partnership with Nationwide Children's Hospital and an organization called Safe Kids Worldwide. They shared a short video, and rolled out a child proofing checklist of ways you could make your home safer.

The general associate population had no idea about this clip (we did get teasers about the Mindy ad), and there have definitely been mixed reviews internally too. These were Nationwide's first Superbowl ads in 8 years.

I absolutely think the intention was well meant, and coming from a place of giving back (seriously, look into all the things Nationwide does for the community), but I think the message could have been more clearly delivered, while still being bold and still make an impact.

I think if they would have highlighted HOW to prevent, and more details around the partnership/cause rather than focusing on the worst case scenario of poor prevention, it would have been more effective. I never took it as us trying to sell anything. I came in today with all of our internal branding updated to this campaign, and they have flyers throughout the building that have checklists on how to make your home safer for your kids. I want to believe if we were just focused on making money, they wouldn't bother with this.

That being said, for those arguing that the Super Bowl isn't the right time to show this, I'm not sure that there ever is. It's a tough message, a personal and emotional one, but an important one. Honestly if anything, there will be many customers we lose who don't agree with how we rolled out the message. I saw a lot of backlash from people who lost children, and the heartbreak it brought back... I have a child, and I can't imagine if that happened, but if I could help prevent that pain for one less parent, I would be in support.

Just my two cents

ashley8918 · February 2015

KatieinBkln said:

photokitty said:

KatieinBkln said:

I appreciated the No More commercial. I hated the Nationwide commercial.

Why? Because No More is not in the business of selling me anti-rape/violence insurance. When companies who stand to gain from scaring us (i.e. every insurance company, not just Nationwide) air these kinds of commercials, I am incapable of responding with anything but cynicism.

I see your point, but I don't think Nationwide makes much money off life insurance for kids. I don't think the motive was to save money by not paying out child death claims, but even if it is - I would still rather have them air it to raise awareness. The message is protect your kids, not buy insurance in case the TV falls on them. Insurance money can't bring back your kids, prevention can keep them here though.

I am sure they don't! And of course you're right that a good message is a good message, so maybe the motives don't matter. But I'm so acutely aware of the fact that Nationwide doesn't air these kinds of (extremely expensive, Super Bowl primetime-slot) ads out of the goodness of their corporate heart. They air them because they have decent science telling them that if they make an emotional impression on parents, then those same parents will be likely to go to Nationwide when the time comes to buy car/home/life insurance.

I'd have a lot more respect for the motives if they simply aired a public service announcement and didn't put their name on it at all.

But isn't this... I don't know, the whole point of advertising?

KatieinBkln · February 2015

ashley8918 said:

KatieinBkln said:

photokitty said:

KatieinBkln said:

I appreciated the No More commercial. I hated the Nationwide commercial.

Why? Because No More is not in the business of selling me anti-rape/violence insurance. When companies who stand to gain from scaring us (i.e. every insurance company, not just Nationwide) air these kinds of commercials, I am incapable of responding with anything but cynicism.

I see your point, but I don't think Nationwide makes much money off life insurance for kids. I don't think the motive was to save money by not paying out child death claims, but even if it is - I would still rather have them air it to raise awareness. The message is protect your kids, not buy insurance in case the TV falls on them. Insurance money can't bring back your kids, prevention can keep them here though.

I am sure they don't! And of course you're right that a good message is a good message, so maybe the motives don't matter. But I'm so acutely aware of the fact that Nationwide doesn't air these kinds of (extremely expensive, Super Bowl primetime-slot) ads out of the goodness of their corporate heart. They air them because they have decent science telling them that if they make an emotional impression on parents, then those same parents will be likely to go to Nationwide when the time comes to buy car/home/life insurance.

I'd have a lot more respect for the motives if they simply aired a public service announcement and didn't put their name on it at all.

But isn't this... I don't know, the whole point of advertising?

Of course! I guess I just see a certain intellectual dishonesty in running an advertisement that hinges on convincing the audience that they aren't actually being advertised to.

esstee33 · February 2015

KatieinBkln said:

ashley8918 said:

KatieinBkln said:

photokitty said:

KatieinBkln said:

I appreciated the No More commercial. I hated the Nationwide commercial.

Why? Because No More is not in the business of selling me anti-rape/violence insurance. When companies who stand to gain from scaring us (i.e. every insurance company, not just Nationwide) air these kinds of commercials, I am incapable of responding with anything but cynicism.

I see your point, but I don't think Nationwide makes much money off life insurance for kids. I don't think the motive was to save money by not paying out child death claims, but even if it is - I would still rather have them air it to raise awareness. The message is protect your kids, not buy insurance in case the TV falls on them. Insurance money can't bring back your kids, prevention can keep them here though.

I am sure they don't! And of course you're right that a good message is a good message, so maybe the motives don't matter. But I'm so acutely aware of the fact that Nationwide doesn't air these kinds of (extremely expensive, Super Bowl primetime-slot) ads out of the goodness of their corporate heart. They air them because they have decent science telling them that if they make an emotional impression on parents, then those same parents will be likely to go to Nationwide when the time comes to buy car/home/life insurance.

I'd have a lot more respect for the motives if they simply aired a public service announcement and didn't put their name on it at all.

But isn't this... I don't know, the whole point of advertising?

Of course! I guess I just see a certain intellectual dishonesty in running an advertisement that hinges on convincing the audience that they aren't actually being advertised to.

I guess my thinking is that, regardless of their profit motive, this was an extremely important thing to talk about, and also a very difficult thing to talk about.

I think it's brilliant of Nationwide and actually makes me respect them even more that they took a very expensive slot of advertising time and, rather than just playing some gimmicky ad to get a few giggles out of people, they not only advertised their product but also raised awareness in an ad that they had to have known would be very controversial. They took that risk. Even the people who aren't in the market for insurance right now are going to be impacted by this ad, and may remember it later, when they eventually have children.

Is it pleasant to talk about kids dying? No, of course not. But that doesn't make it not a part of reality that we have to deal with and be prepared for and try to prevent if possible.

photokitty · February 2015

Working in communications for a health and human services type situation, I can speak form experience that "how to make things safer" messages go largely ignored when compared to ones that show consequences and reveal harsh realities or scare tactics.

A commercials that offered suggestions on childproofing your house - people wouldn't have given a second thought. Instead the website MakeSafeHappen.com has received a ton of hits - which is awesome bc it's where you can get all that safety info. My PR background tells me that the message would not have been nearly as impactful if it had been rainbows and suggestions.

Living in Central Ohio, Nationwide contributes greatly to the community and is VERY committed to children - hence the "Nationwide Children's Hospital." I believe they meant to make an impact and that looking like a company who cares about the welling being our your family and kids in general is just a side effect of the message they wanted you to receive last night. I honestly don't think they were trying to sell anything - maybe their image, but they could have done that without sharing such a difficult and imaportant topic.

I think that the fact that we only expect to see humor or sex during the Super Bowl is pretty sad.

I mean look at how poorly the WeatherTech ads were received, but the background on the company is really impressive. Makes me wish I didn't drive an ancient car and could buy some car mats!

Rooting for the American Worker at the Super Bowl:

http://abcnews.go.com/WNT/video/rooting-american-worker-super-bowl-28620409

paperpusher · February 2015

I came across a Yahoo news article this morning and "what to do if your kid saw it".

They quoted a psychotherapist who suggests people tell their kids “The people who made that ad are trying to sell something expensive to grownups and they used a very rare example in order to catch our attention. Someone made a mistake and put it on during the Super Bowl.”
and
"People are like trees and most live a really long time until they get a disease and they’re old.”

I don't have children and wouldn't know where to begin explaining death to them, but I disagree with this being the way to explain death to children. I understand that you don't want to scare them for the rest of their lives, but sooner or later they are going to come into contact with someone's death.

https://www.yahoo.com/parenting/how-to-explain-shocking-dead-boy-super-bowl-ad-109898990482.html

theartistformerlyknownas · February 2015

paperpusher said:
I came across a Yahoo news article this morning and "what to do if your kid saw it".

They quoted a psychotherapist who suggests people tell their kids “The people who made that ad are trying to sell something expensive to
grownups and they used a very rare example in order to catch our
attention. Someone made a mistake and put it on during the Super Bowl.”
and
"People are like trees and most live a really long time until they get a disease and they’re old.”

I don't have children and wouldn't know where to begin explaining death to them, but I disagree with this being the way to explain death to children. I understand that you don't want to scare them for the rest of their lives, but sooner or later they are going to come into contact with someone's death.

https://www.yahoo.com/parenting/how-to-explain-shocking-dead-boy-super-bowl-ad-109898990482.html

WHAT?! No way is that how I would have explained it.

[Deleted User] · February 2015

Here's a longer video on the Make Safe Happen program... shows more about the intention of the program.

https://www.youtube.com/watch?v=7JoELI1h7nM

ashley8918 · February 2015

lolo883 said:

I came across a Yahoo news article this morning and "what to do if your kid saw it".

They quoted a psychotherapist who suggests people tell their kids “The people who made that ad are trying to sell something expensive to grownups and they used a very rare example in order to catch our attention. Someone made a mistake and put it on during the Super Bowl.”
and
"People are like trees and most live a really long time until they get a disease and they’re old.”

I don't have children and wouldn't know where to begin explaining death to them, but I disagree with this being the way to explain death to children. I understand that you don't want to scare them for the rest of their lives, but sooner or later they are going to come into contact with someone's death.

https://www.yahoo.com/parenting/how-to-explain-shocking-dead-boy-super-bowl-ad-109898990482.html
WHAT?! No way is that how I would have explained it.

Yeah, absolutely not. Obviously, this is a hard subject with kids, but I refuse to talk to mine like they are incapable of understanding. Not to mention, it is a straight up lie. It is not a "very rare example", it happens way too often.

KatieinBkln · February 2015

AlisonM23 said:

Here's a longer video on the Make Safe Happen program... shows more about the intention of the program.

https://www.youtube.com/watch?v=7JoELI1h7nM

Knowing that the company actually has ties to the community is nice. It might soften my stance a bit.

As for the explanations on Yahoo Parenting--I know I'm cynical as fuck, but frankly I'd rather introduce my kids to the fact that the world can be sad (and kids can die) before I introduce them to the Ways of the Cynic (people want to sell shit to mommy and daddy so they scare us).

paperpusher · February 2015

ashley8918 said:

lolo883 said:

paperpusher said:
I came across a Yahoo news article this morning and "what to do if your kid saw it".

They quoted a psychotherapist who suggests people tell their kids “The people who made that ad are trying to sell something expensive to
grownups and they used a very rare example in order to catch our
attention. Someone made a mistake and put it on during the Super Bowl.”
and
"People are like trees and most live a really long time until they get a disease and they’re old.”

I don't have children and wouldn't know where to begin explaining death to them, but I disagree with this being the way to explain death to children. I understand that you don't want to scare them for the rest of their lives, but sooner or later they are going to come into contact with someone's death.

https://www.yahoo.com/parenting/how-to-explain-shocking-dead-boy-super-bowl-ad-109898990482.html
WHAT?! No way is that how I would have explained it.

Yeah, absolutely not. Obviously, this is a hard subject with kids, but I refuse to talk to mine like they are incapable of understanding. Not to mention, it is a straight up lie. It is not a "very rare example", it happens way too often.

----------
When FIL passed his grandson was only 4. MIL and his parents refused to say that he died. Instead MIL said that "he's gone fishing and won't be back for a while." I felt like that was utter bullshit. He's old enough to recognize when FIL had been absent for a while. He still asks for him, but no one will explain that he's permanately gone. At the funeral one of his cousins pointed to the casket and said "Uncle is in there." And instead of explaining it to him when he told his dad they got mad at the little girl because they didn't want him to know.

photokitty · February 2015

ashley8918 said:

lolo883 said:

I came across a Yahoo news article this morning and "what to do if your kid saw it".

They quoted a psychotherapist who suggests people tell their kids “The people who made that ad are trying to sell something expensive to grownups and they used a very rare example in order to catch our attention. Someone made a mistake and put it on during the Super Bowl.”
and
"People are like trees and most live a really long time until they get a disease and they’re old.”

I don't have children and wouldn't know where to begin explaining death to them, but I disagree with this being the way to explain death to children. I understand that you don't want to scare them for the rest of their lives, but sooner or later they are going to come into contact with someone's death.

https://www.yahoo.com/parenting/how-to-explain-shocking-dead-boy-super-bowl-ad-109898990482.html
WHAT?! No way is that how I would have explained it.

Yeah, absolutely not. Obviously, this is a hard subject with kids, but I refuse to talk to mine like they are incapable of understanding. Not to mention, it is a straight up lie. It is not a "very rare example", it happens way too often.

Seriously?? Good to know they just hand out psychotherapy degrees at the Citgo. SMH

With all the sex and boobs in Super Bowl commercials I'm surprised people think it is family friendly program and are all up in arms about having to talk to their children about death - a sad fact of life. But the objectification of women, that's cool - no need to explain to kids how someone made a mistake suggesting women are just there to look good. Or stay at home while the daddy drives a race car and misses you growing up - but no worries, he'll get you a Nissan when you turn 16 so it's all good!

lyndausvi · February 2015

I come from a huge extended family. Generations lines are blurred. For example my mom is the same age as her first cousin's first child. My mom is only 5 years older then her oldest nieces/nephew.

Due to the shear amount of great-aunts/uncles, cousins, 2nd cousins, the fact my grandmother was one of the youngest in her generation and was in her 40's when she had my mom I grew up with death being apart of life.

No it didn't happen everyday, but I went to my first funeral at age 5 or 6. It was a great-uncle. My parents wanted to expose us early so when someone even closer to us died we understand what was going on. My brothers went to their first first funeral was about the same age. It was another great-uncle who's funeral was on Christmas Eve. They had no problem showing us people die, even around the holidays. (My family is a celebrate their life type, so Uncle Leroy's funeral did not damper the holidays. ) By the time our first grandparent died we had all been to funerals and understood what was going on.

DH's first friend passed away in middle school. By the time he graduated HS, he had buried 5 friends. Some from natural causes, some from completely preventable stuff.

I don't have kids nor does it look like we will, however if we did I would not shield them from the big bad world of death. It indeed is apart of life. It happens. Grandparents die, dogs die, fish die. People, animals even plants die.

Now every child is different, so you need to explain in an age appropriate way and based on their needs, but ignoring the subject by saying Grandpa went fishing is not the correct way to to explain something that every much is apart of life.

rockin30ish · February 2015

FI and I had a conversation about this ad. His point, "It's a good thing. Sad, yes. But what's sadder is that some people are so naive that they need something like this forced into their faces."

It started conversations. That's a good thing. I still can't believe there are so many people that are in the "it won't ever happen to me or my family" mentality. I come from the mindset of "prepare for the worst and hope for the best." Not always the most cheery way to view the world, but when anything can happen at any moment, I would rather be prepared.

I do have a daughter. When I was pregnant, it bothered my (now)ex and my mom that I watched pregnancy shows depicting things that could go wrong during pregnancy. I was preparing myself, just in case. Well, the "just in case" happened and I developed severe pre-eclampsia when I was only 30 weeks. I knew what was happening, what could happen, and that the only way to save me was to deliver. My ex and mom had no idea what was going on. When ex and I left the OB after she said "Go to the hospital. Do not pass GO. Do not collect $200." I looked at ex and said, get me something to eat now because I won't be able to eat. They are going to make me deliver.

I've watched my daughter be inches from death because she quit breathing the night she finally came home.

She's 8 years old now, but she has always known her birth story. On top of that, FI is in the military and was deployed when the Syria thing first started. She knew about that, as well. She isn't sheltered from the world around her. She knows about death. She knows bad things can happen. And she knows the best thing she/we can do is protect and prepare ourselves as much as we can.

I don't think this ad is a bad thing. Why can't parents talk to their children about death? They can explain it to their child's level. That explanation expands over time as the child gets older. Why all the controversy?

levioosa · February 2015

paperpusher said:

I came across a Yahoo news article this morning and "what to do if your kid saw it".

They quoted a psychotherapist who suggests people tell their kids “The people who made that ad are trying to sell something expensive to grownups and they used a very rare example in order to catch our attention. Someone made a mistake and put it on during the Super Bowl.”
and
"People are like trees and most live a really long time until they get a disease and they’re old.”

I don't have children and wouldn't know where to begin explaining death to them, but I disagree with this being the way to explain death to children. I understand that you don't want to scare them for the rest of their lives, but sooner or later they are going to come into contact with someone's death.

https://www.yahoo.com/parenting/how-to-explain-shocking-dead-boy-super-bowl-ad-109898990482.html

What? That is not at all how to approach the subject. I've had to deal with teaching a child about grief and death after my ex's five year old sister saw literally hundreds of people dead and dying after being in a natural disaster. Watching her try to process it is one of the most painful memories in my life. It sucks, so much, and it's so hard, but there's a right way and a wrong way to do it. That psychotherapist is doing it wrong.

WhatawagSBNy · February 2015

paperpusher said:
I came across a Yahoo news article this morning and "what to do if your kid saw it".

They quoted a psychotherapist who suggests people tell their kids “The people who made that ad are trying to sell something expensive to
grownups and they used a very rare example in order to catch our
attention. Someone made a mistake and put it on during the Super Bowl.”
and
"People are like trees and most live a really long time until they get a disease and they’re old.”

I don't have children and wouldn't know where to begin explaining death to them, but I disagree with this being the way to explain death to children. I understand that you don't want to scare them for the rest of their lives, but sooner or later they are going to come into contact with someone's death.

https://www.yahoo.com/parenting/how-to-explain-shocking-dead-boy-super-bowl-ad-109898990482.html

****************
Reality denial like this is what lets children and teens think they are immortal and take outrageous risks which kill them.

Counsel your children that death and serious injury are a rare thing, and they will delay the understanding that everything has consequences, and they must think, and minimize risks to themselves.

For years people hid the reality that there are sexual predators from children, to protect their innocent outlook on life. See how well that worked.

These counselors are dangerous.

rcher912 · February 2015

I just thought it was tasteless

a) because of what PPs have said, and I really felt like they were ultimately trying to sell me on being "the company that cares" or something, and like, they're the only ones who know The Struggle

and

b) I feel like there's a way to tell people that preventable accidents kill so many kids without blindsiding them. Why couldn't they start the ad with the PSA with that fact? Then it isn't "I'm a dead child. Look at me and feel sad."

And to those who've said it accomplished what it wanted to - conversation - I still mostly disagree. We're talking about whether or not it was tasteless, not the actual content. (Well, you guys are talking a lot about the content, but that's WAY more than I've seen/spoken about with everyone I know!)

photokitty · February 2015

rcher912 said:

I just thought it was tasteless

a) because of what PPs have said, and I really felt like they were ultimately trying to sell me on being "the company that cares" or something, and like, they're the only ones who know The Struggle

and

b) I feel like there's a way to tell people that preventable accidents kill so many kids without blindsiding them. Why couldn't they start the ad with the PSA with that fact? Then it isn't "I'm a dead child. Look at me and feel sad."

And to those who've said it accomplished what it wanted to - conversation - I still mostly disagree. We're talking about whether or not it was tasteless, not the actual content. (Well, you guys are talking a lot about the content, but that's WAY more than I've seen/spoken about with everyone I know!)

The second you start a commercial with a PSA people tune out. That's why all stations are required to air X amount of PSAs each week. NW could have saved a lot of money - MILLIONS - had they just produced a PSA and had stations air it for free at other times. Instead they choose to spend the money getting across valuable information during the most watch program of the year. I don't see that as tasteless.

Everyone IRL or on social media who brings it up I offer my opinion on the value of the message. People like to bitch and moan, having intelligent conversation about the topic is far more useful. I choose to see the vital message and help NW spread the word. I will be securing my flat screen before my nephew comes to visist - I'm embarrassed to sat it honestly never occurred to me that my tv could fall on him and kill him. I'm glad NW brought it to my attention.

Nationwide Commercial

Re: Nationwide Commercial

Rooting for the American Worker at the Super Bowl:

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