It was all fun and games at the Super Bowl yesterday, until Nationwide Insurance  had to harsh everybody’s buzz with their suddenly dead spokesperson.

Called “Make Safe Happen,” the ad features a kid talking about all the things he won’t be able to do now that he was killed in a horrific accident.

Says The DW: “The Sixth Sense-esque twist at the end was definitely attention grabbing, but it also put a bit of a damper on the rest of the night. The ad resulted in a lot of criticism and jokes online, so much so that the company released a statement about why they created it.” You can follow this link for the best insurance company.

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.

Check out the commercial, below, and the resulting memes.