![Nationwide Dead Kid Nationwide Dead Kid](https://i.kym-cdn.com/entries/icons/square/000/017/259/nationwide-super-bowl-ad-640x480.jpg)
Nationwide Dead Kid
Part of a series on Super Bowl XLIX. [View Related Entries]
About
Nationwide Dead Kid refers to the child character featured in the Super Bowl XLIX commercial for the American insurance company Nationwide in which a young boy lists a series of things he will never be able to experience in life before revealing that he was killed in an accident. Upon its airing in early February 2015, the commercial was met by mixed reactions online, with many on Twitter criticizing and mocking its emotionally exploitative premise.
Origin
During Super Bowl XLIX held on February 1st, 2015, the insurance company Nationwide released a commercial titled "Make Safe Happen," in which a boy laments that he will never "ride a bike," "get cooties," "learn to fly," "travel the world" or "get married" because he "died from an accident" (shown below). Within 72 hours, a YouTube upload of the commercial gained over 4.9 million views and 5,400 comments.
Spread
That evening, Redditor MerMista submitted the commercial in a post titled "Darkest Super Bowl ad ever?" to the /r/videos[2] subreddit, where it garnered upwards of 3,500 votes (79% upvoted) in the first 48 hours. Meanwhile, comedian Patton Oswalt posted several jokes about the commercial on Twitter (shown below).
![Patton Oswalt Nationwide Super Bowl Tweets Patton Oswalt @pattonoswalt Follow "Wish my death could made some sweet bank for my parents." Nationwide·#SuperBowl 7:28 PM- 1 Feb 2015 1,007 RETWEETS 1,533 FAVORITES 다★ Patton Oswalt @pattonoswalt Follow The second I see a kid in one of these commercials I immediately assume they're going to die. Thanks, Nationwide! #SuperBowl 7:50 PM - 1 Feb 2015 1,892 RETWEETS 2,802 FAVORITES Patton Oswalt @pattonoswalt Follow At the #Nationwide offices tomorrow: "Who the F--- approved that dead kid ad?" Cormac McCarthy enters. CORMAC (Squiggy voice): Hell-o 2,020 RETWEETS 3,690 FAVORITES わ ★](https://i.kym-cdn.com/photos/images/newsfeed/000/908/628/ce5.png)
Also on February 1st, Twitter user Jared Smith tweeted a screen captured image of the boy with the caption "I would have run it with Lynch / but I died," mocking the Seattle Seahawks for failing to make a final play using the team's star running back Marshawn Lynch (shown below). Within two days, the tweet gathered more than 20,600 retweets and 15,700 favorites.
![Would Have Run it With Lynch / But I Died * Jared Smith @jaredwsmith Follow Welp わ ★ IWOULD HAVE RUN IT WITH LYNCH BUTI DIED RETWEETS FAVORITES 20,681 15,774 10:02 PM- 1 Feb 2015](https://i.kym-cdn.com/photos/images/newsfeed/000/908/617/b59.png)
Shortly after, other Twitter users posted additional captioned versions of the Nationwide screen capture (shown below).[6][7][8]
![Almost Got the Lead in Boyhood * Anthony Breznican aBrezni can Follow Nationwide Kid vs The Oscar Frontrunner ALMOST GOT THE LEAD IN BOVHOOD BUT RICHARD LINKLATER WOULD'VE NEEDED A DO-OVER RETWEETS FAVORITES 21 30 10:50 PM-1 Feb 2015](https://i.kym-cdn.com/photos/images/newsfeed/000/908/646/e76.png)
![Buy Nationwide Insurance or Else BUY NATIONWIDE INSURANCE OR EVERYONE YOU LOVE WILL DIE memegenerator.ne Toxic Masculinity @Warden_AoS Follow Heh. Nationwide dead kid meme generator. memegenerator.net/instance/58738.. :11 PM-2 Feb 2015 RETWEETS 3 FAVORITES](https://i.kym-cdn.com/photos/images/newsfeed/000/908/649/2d2.png)
![Cushing Non-Steroid Season WANTEDTOSEE CUSHING HAVEA GOOD NON STEROID SEASON ONCE IN HIS CAREER BUT I DIED @NRGGRASSHELD ngip.com NRGStadiumGrass Follow This @Nationwide kid got robbed of his childhood. 12:40 PM- 2 Feb 2015 4 RETWEETS 4 FAVORITES わ ★](https://i.kym-cdn.com/photos/images/newsfeed/000/908/652/3dc.png)
On February 2nd, Redditor Nevek_Green submitted a Scumbag Steve image macro criticizing Nationwide for being dishonest in the commercial to the /r/AdviceAnimals[4] subreddit (shown below). In less than 24 hours, the post gained over 2,700 votes (88% upvoted). The same day, the news sites Daily Mail[9] and Bustle[5] highlighted notable image macros mocking the ad.
![Scumbag Nationwide MAKES DEPRESSING COMMERCIAL CLAIMING HOME ACCIDENTS ARE LEADING CAUSE OF DEATH TO CHILDREN GOVERNMENT STATISTICS SHOW AUTO ACCIDENTS ARE LEADING CAUSE OF DEATH TO CHILDREN](https://i.kym-cdn.com/photos/images/newsfeed/000/908/632/733.jpg)
Nationwide Press Release
In response to the online backlash for the commercial, Nationwide[3] issued a press release claiming that the purpose of the commercial was to raise awareness about childhood death due to injuries occurring in the home.
"Preventable injuries around the home are the leading cause of childhood deaths in America. 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."
Notable Examples
![Mean Girls Reacts OMG NATIONWIDE YOU CAN'T DOA COMMERCIALABOUT DEAD KIDS DURING THE SUPER BOWL et](https://i.kym-cdn.com/photos/images/newsfeed/000/908/636/dbe.jpg)
![Nationwide Your Kids Will Die Nationwicle Your Kids Will Die](https://i.kym-cdn.com/photos/images/newsfeed/000/908/637/f13.jpg)
![Nationwide Lion King * nick pant:s @nick pants Follow Nationwide RETWEETS FAVORITES 1,106 624 8:46 PM-1 Feb 2015](https://i.kym-cdn.com/photos/images/newsfeed/000/908/630/e29.png)
![Nationwide Bambi Nationwide Your Mom Just Died Lucas Stoffel @lucasstoffel Follow @jaclync.amillo say it ain't so #makesafehappen 8:00 PM-1 Feb 2015 6 RETWEETS 4 FAVORITES](https://i.kym-cdn.com/photos/images/newsfeed/000/908/640/711.png)
![Nationwide Grim Reaper Nationwide is on your side.](https://i.kym-cdn.com/photos/images/newsfeed/000/908/638/491.jpg)
![I won't watch katy perry / Because I died IWON'T WATCH KATY PERRY BECAUSEI DIED IN A DEPRESSING NATIONWIDE COMMERCIAL](https://i.kym-cdn.com/photos/images/newsfeed/000/908/621/c41.jpg)
Search Interest
Not available.
External References
[1] Twitter – @jaredwsmith
[2] Reddit – Darkest Super Bowl Ad Ever?
[3] Nationwide – Nationwide Responds to Super Bowl Reaction
[4] Reddit – Scumbag Nationwide Lied in their Commercial
[5] Bustle – Nationwides dead kid
[6] Twitter – @Breznican
[7] Twitter – @Warden_Aos
[8] Twitter – @NRGGrassField
[9] Daily Mail – I would have run it with Lynch
Top Comments
The American Icelander
Feb 03, 2015 at 05:29PM EST
The Cute Master :3 Moderator
Feb 03, 2015 at 04:05PM EST