I thought that Nissan #WithDad Superbowl commercial was about as depressing as an ad could get. That was until I saw the Nationwide #MakeSafeHappen Superbowl ad.

WTF!!!!!!

If my kid dies in a bathtub, Nationwide will make it all better? At least I get a life insurance settlement? Uhhhh…?

Nationwide has responded to criticism by saying the ad served their purposes–asserting that for them, it’s not really about selling insurance. (This is a good thing, because that ad sure as heck isn’t going to do it.) Here’s their statement:

“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…. 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.”

Call me crazy, but perhaps a funny ad in which people actually PREVENT some potentially tragic accidents might have been a better way to go.

Thanks Nationwide. If I want to be depressed by a dead kid, I’ll read The Lovely Bones.

Here are some top tweets:

.@Nationwide does ur company cover all the emotional damage u caused yesterday

— EJ Gomez (@EJGomez) February 2, 2015

*singing the jingle* Nationwide your child has died

— wdmfn (@woodmuffin) February 2, 2015

“It’s OK. They had Nationwide.” pic.twitter.com/6QqD00LLN5

— Cecil Hurt (@CecilHurt) February 2, 2015

There’s a special place in hell… or a Nationwide commercial for these people. — Kane (@Kaneshow) February 2, 2015

Marketing meeting at Nationwide this morning. pic.twitter.com/THbmY9CZGO

— No Laying Up (@NoLayingUp) February 2, 2015

I think this coming Halloween I’m gonna forgo decorations and just play the #nationwide commercial on infinite loop in my front yard.

— Rick Gualtieri (@RickGualtieri) February 2, 2015

My 10 yo daughter: “I don’t think Nationwide is on my side”

— Nole Chick (@nolechick94) February 2, 2015

When fans want to take a selfie but you can’t stop thinking about that @Nationwide commercial pic.twitter.com/sfriWNi51N

— Cyber Dust (@CyberDustApp) February 2, 2015

Hi, I’m Rob Lowe and I have Direct TV. Hi, I’m Bathtub Drowning, Detergent Eating, Television Crushed Rob Lowe and I have #Nationwide.

— Crutnacker (@Crutnacker) February 2, 2015