Now that we're in the midst of Dead Kid-Gate, Nationwide Insurance has come out with a defense, of sorts, of its Debbie Downer of an ad for yesterday's Super Bowl. It's like Pete Carroll made the media buy.
Per PR Newser:
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.”
Noble intentions are swell. But during the Super Bowl? At $4.5 million a spot? And after a funny Nationwide ad with Mindy Kaling had just aired?
On any other day, you would have had parents everywhere sprinting for the Kleenex. Instead, you just pissed them off, including those who had to explain what happened to their kids.
The dialogue Nationwide so desperately wanted about an important topic is overshadowed by the one about the incredibly bad judgment of the company and its ad agency.
If you're tone deaf in the media world, you're toast. And Nationwide got burnt.