Dive Brief:

• Nationwide issued a statement Monday after social media backlash claiming its Super Bowl commercial—featuring a deceased child talking about preventable deaths—bummed viewers out. 
• Nationwide said the ad was meant to raise awareness about accidental, preventable injuries, the number one killer of children.
• Matt Jauchius, chief marketing officer at Nationwide, said about the spot: "We're not sorry. We did not set out to bum people out who were watching the Super Bowl. This conversation (about child safety) was not taking place before Sunday. If the commercial saves one child's life, it's worth it."

Dive Insight:

So while consumers may be put off, Nationwide seems be pleased being the downbeat advertiser of the year. The depressing spot seemed out of place among a slew of funny and light-hearted ads this year—something a consumer psychologist says speaks to America's mood.

"This year, with the economy and job outlook improving, people felt OK to speak out on social media about more frivolous issues, such as Super Bowl ads. People have a little less to get off their chests," said Kit Yarrow, a consumer psychologist told USA Today.