By David Stout
February 2, 2015

Nationwide is not sorry about the tear-stained nachos and awkward silences that rippled across America following the broadcast of their controversial ad about preventable childhood deaths during the Super Bowl.

“Nationwide ran an ad during the Super Bowl that started a fierce conversation,” read a statement released by the insurer after the commercial ran. “The sole purpose of this message was to start a conversation, not sell insurance.”

However, the grim subject matter did not prevent netizens from quickly commandeering the advertisement to make memes that captured the emotions of what will go down as one of the best Super Bowl games in history.

Contact us at editors@time.com.

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