Nationwide Insurance ran a commercial that featured a kid talking about how he'll never be able to get married or travel the world with his best friend because he died in a household accident, reported E! online.
"I couldn't grow up," the cherub-faced little boy says to the camera. "Because I died from an accident."
Immediately after the advert was screened, twitter was abuzz with criticisms..
"Thank you, Nationwide, for the most horrible Super Bowl ad ever," one posted, while another said, "Hope you guys are having a great day. Did you know your kid is probably gonna die soon? Enjoy your nachos & funeral planning!" - Nationwide."