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Nationwide Could Pull Controversial Super Bowl Spot, But Is Not Apologizing For Message

Nationwide Insurance is "considering whether or not to drop" its controversial Super Bowl spot "after a backlash on social media," according to Luciana Lopez of REUTERS. Nationwide Associate VP/Corporate Marketing & PR Joe Case yesterday said some of the reaction "was stronger than we anticipated" and the company will "gauge whether or not to run the ad more." Case said that among the groups who previewed or consulted on the ad were "family members who themselves had lost children." Case: "We did test it with a wide variety of audiences, and based on that feedback we adjusted the tone of the ad through the creative process." Case "declined to say how the ad's tone was changed" (REUTERS, 2/2). The WALL STREET JOURNAL's Tadena & Vranica note lead agency Ogilvy & Mather "presented Nationwide two different ideas." The one that "didn’t make the cut would have used stories of parents who lost their children because of accidents at home." A source said that another ad idea that was explored included using musician Eric Clapton, whose 4-year-old son "fell out of an apartment window and died" in '91 (WALL STREET JOURNAL, 2/3). USA TODAY's Bruce Horovitz notes Nationwide execs said that they were "surprised by the negative social media response." But Nationwide Exec VP & CMO Matt Jauchius said, "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." Horovitz notes Nationwide may continue to be the "focal point of social media chatter" around Super Bowl ads "because there was so little else in the Sunday night ads to complain about" (USA TODAY, 2/3). 

MISSING THE POINT? In Chicago, Phil Rosenthal notes a well-meaning Super Bowl ad "completely implodes every few years, it seems, and this was one of them." Case said, "We decided to be more purposeful about how we talk about it in the marketplace, and we intentionally picked the Super Bowl to stage an intervention and start a conversation on this issue" (CHICAGO TRIBUNE, 2/3). In New Jersey, Bill Ervolino notes the spot was "not unlike what local television viewers experience every day when confronted by graphic anti-smoking ads that feature former smokers dying of cancer and emphysema" (Bergen RECORD, 2/3). In Columbus, Williams & Feran note supporters of the ad "compared it with other campaigns that aired during the game, such as those that raised awareness of domestic violence and bullying" (COLUMBUS DISPATCH, 2/3). CNBC contributor Jon Steinberg said Nationwide “didn’t do a good enough job of explaining what the protection was they were bringing as part of this initiative" ("Squawk Alley," CNBC, 2/2). In Boston, Dan Adams writes while the "intention was noble ... the pitch-black ending landed like a gut punch." Boston-based ad agency Connelly Partners Senior Partner & Chief Creative Officer Alyssa Toro said, "After the ad, my kids kept asking all these somber questions about horrible things, which I didn't really want to answer in the middle of the Super Bowl." Adams: "Unfortunately for Nationwide, its dark ad outshined its funny one" (BOSTON GLOBE, 2/3). Marketing firm MSCO Founder & CEO Mark Stevens said, “There’s nothing more profound than the death of a child, and there’s nothing more disgusting than the abuse of that subject in a context where it doesn’t belong.” Stevens said the ad was a “cheap stunt” (“Street Signs,” CNBC, 2/2).

PEOPLE NEED TO KNOW: Brand strategy firm Thinktopia Founder & CEO Patrick Hanlon said the content of the Nationwide spot "was pretty clear." It was "all about safety and safety inside the home.” Hanlon: “Funny works on the Super Bowl, but Nationwide should really be commended for trying to take the conversation to a higher level” (“Closing Bell,” CNBC, 2/2). PARENTS.com's Caitlin St. John wrote under the header, "Why Nationwide's Sad Super Bowl Ad Still Served Its Purpose." There is "no denying that the advertisement is both jaw-dropping and saddening." But while the spot "may not be what you expect (or want) to see while devouring hot wings with family and friends, it doesn't mean Nationwide went too far." The insurer "intended to provoke thoughts and start a conversation, and they succeeded in doing just that" (PARENTS.com, 2/2). ESPN's Paula Lavigne tweeted, "As a mom who lost her child, I commend @Nationwide for its #SuperBowl ad. Parents have a skewed perception of risk and need a wake-up call" (TWITTER.com, 2/3). CNBC's Jon Fortt said the Nationwide ad struck him as "being truthful" ("Squawk Alley," CNBC, 2/2).

CHANGE OF PACE: VARIETY's Brian Steinberg wrote once a "place for puppies and jokes that tickled the funny bone, TV’s biggest annual event is changing." Advertisers who "once wanted to make people laugh are instead trying to make them think," and in doing so, they "may be transforming the Super Bowl from a party into a pulpit." TV analytics firm Ace Metrix "found ads with a morbid tone failed to chart in the higher echelons of its annual ranking of the Super Bowl commercials that generated the most favorable responses." Another firm, Innerscope Research of Boston, "discovered audiences ... were not necessarily moved by serious pitches" (VARIETY.com, 2/2).  

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