By now you’ve heard about the largely negative reaction to Nationwide’s Super Bowl ad promoting its Make Safe Happen campaign to prevent children from dying in preventable accidents. Digital marketing firm Amobee Brand Intelligence found that two-thirds of the insurer’s mentions on social media were negative, according to Business Insider; Nationwide had more negative mentions than McDonald’s had total mentions!

I am the father of a three-year-old boy and a four-week-old girl, so when the commercial started – with no indication who the marketer was -- I said to my wife, “Yikes, this is depressing. This isn’t going to go well for whoever this is.” Then the Nationwide N with Eagle logo appeared on the screen, along with a hashtag: #MakeSafeHappen.

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