If you are a believer that any and all exposure for your product is good exposure (a theory we do not subscribe to), then the ad run by Nationwide Insurance during Sunday’s Super Bowl was effective.

That’s because the commercial dubbed “disturbing” by many viewers and a “downer” is at least getting tons of discussion today. After all, how many commercials are built around learning a cute little boy was dead due to an accident?

“I’ll never learn to ride a bike or get cooties,” a little boy says in Nationwide’s commercial. “I’ll never learn to fly or travel the world with my best friend.”

The kid later deadpans, “I couldn’t grow up because I died from an accident.”

For some people who have lost a child the ad seemed cruel. Others felt it was a good message, but the Super Bowl was not the place to air it.

Pundit Glenn Beck’s take on it:

“Really disturbing. It’s not one of those — it was one of those where we were watching it together. And everybody was talking and then you’re like, wait, wait, stop for a second. Did that kid just die in the bathtub?”

He added, “I wonder what kind of insurance are you selling? My kid drowns in a bathtub insurance? Can I buy some of that today?”

One Tweeter deadpanned, “Hope you guys are having a great day. Did you know your kid is probably gonna die soon? Enjoy your nachos & funeral planning!”

Nationwide defended its choice to discuss a child’s death by saying it wanted to start a conversation about safety and prevention.

The real key to a successful advertisement is if people respond by buying your product. Generally depressing them is not an effective way of doing it.