Hasta La Creative!

Nationwide decided to use one of its two Super Bowl ad slots tonight to highlight the lethal potential of preventable child accidents. The result wasn’t exactly festive fare.

Here’s a pretty accurate cross-section of Twitter’s response, which you probably experienced first-hand when the ad came up during the game’s first half.

“We’re Nationwide Insurance! EVERYONE DIES. Enjoy the game! Nationwide.”

— Scott Hanselman (@shanselman) February 2, 2015

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

— Nole Chick (@nolechick94) February 2, 2015

Nationwide: We’re not saying your kid is gonna die, but you better buy our insurance

— Matt Roller (@rolldiggity) February 2, 2015

“Look how amazing kids can be.” – Microsoft “Unless they die.” – Nationwide

— Zach Harper (@talkhoops) February 2, 2015

The second I see a kid in one of these commercials I immediately assume they’re going to die. Thanks, Nationwide! #SuperBowl

— Patton Oswalt (@pattonoswalt) February 2, 2015

Nationwide says “Enjoy the Halftime Show!” pic.twitter.com/VGesJZBWlN

— Dan O’Donnell (@DanODradio) February 2, 2015

A parade. Children, laughing. Two teenagers on a first date. Sorry, but the world actually perished in a senseless nuclear war. Nationwide.

— Ezra Klein (@ezraklein) February 2, 2015

Thanks to that Nationwide commercial this will be the last bath my little dude ever takes. pic.twitter.com/ivFpXXFRcN

— Gary Parrish (@GaryParrishCBS) February 2, 2015

McDonald’s: Your payment is to call your mom and tell her you love her. Nationwide: Your mom is dead.

— Eli Langer (@EliLanger) February 2, 2015

No one in the Nationwide advertising meeting put up their hand and went, “Let’s sleep on this?”

— Dan Graziano (@DanGrazianoESPN) February 2, 2015