Brokers questioned the true success of a Nationwide Insurance commercial during the Super Bowl – a commercial that left many with a sour taste in their mouth.

Amid the buzz and excitement of one of the National Football League’s biggest nights and hottest advertising opportunities, Nationwide sent out a sombre message on childhood mortality.

“I’ll never learn to ride a bike,” says the dejected young boy of the commercial. “I’ll never learn to fly, or travel the world with my best friend.”

The boy continues to list his non-accomplishments, building up to the statement: “I couldn’t grow up, because I died from an accident.”

Although many went to Twitter to express their displeasure (see ‘Super Bowl ad a super flop’), two Insurance Business subscribers felt that Nationwide not only got the message right, but also generated the social media buzz that helped to drive the message home.

“Yeah - while a lot of commercials try to sell something to guys with their belly full of beer, this one wants to make sure you remember your kids - with your belly full of beer,” wrote Harvey Kunz. “Compliments to the advertiser.”

“Did they?” wondered Bill Steele, as to whether the commercial was indeed a flop. “Seems that this commercial has created a whole bunch of buzz on the web. Everyone is discussing it. Isn't that the objective of good advertising?”