Nationwide decided to use one of its two Super Bowl ad slots tonight to highlight the lethal potential of preventable child accidents. The result wasn't exactly festive fare.

Here's a pretty accurate cross-section of Twitter's response, which you probably experienced firsthand when the spot came up during the game's first half.

"We're Nationwide Insurance! EVERYONE DIES. Enjoy the game! Nationwide."

— Scott Hanselman (@shanselman) February 2, 2015

My 10 yo daughter: "I don't think Nationwide is on my side"

— Nole Chick (@nolechick94) February 2, 2015

Nationwide: We're not saying your kid is gonna die, but you better buy our insurance

— Matt Roller (@rolldiggity) February 2, 2015

"Look how amazing kids can be." - Microsoft "Unless they die." - Nationwide

— Zach Harper (@talkhoops) February 2, 2015

The second I see a kid in one of these commercials I immediately assume they're going to die. Thanks, Nationwide! #SuperBowl

— Patton Oswalt (@pattonoswalt) February 2, 2015

Nationwide says "Enjoy the Halftime Show!" pic.twitter.com/VGesJZBWlN

— Dan O'Donnell (@DanODradio) February 2, 2015

A parade. Children, laughing. Two teenagers on a first date. Sorry, but the world actually perished in a senseless nuclear war. Nationwide.

— Ezra Klein (@ezraklein) February 2, 2015

Thanks to that Nationwide commercial this will be the last bath my little dude ever takes. pic.twitter.com/ivFpXXFRcN

— Gary Parrish (@GaryParrishCBS) February 2, 2015

McDonald's: Your payment is to call your mom and tell her you love her. Nationwide: Your mom is dead.

— Eli Langer (@EliLanger) February 2, 2015

No one in the Nationwide advertising meeting put up their hand and went, "Let's sleep on this?"

— Dan Graziano (@DanGrazianoESPN) February 2, 2015