Viewers watching the Super Bowl were left shocked after a "buzz-killing" commercial about a dead little boy aired during an ad-break.
The Nationwide Insurance video showed the young child talking about all the life steps he will never take.
"I'll never learn to ride a bike or get cooties. I'll never learn to fly or travel the world with my best friend, and I won't ever get married," he says to the camera.
"I couldn't grow up, because I died from an accident."
The heart-breaking clip ends with a reminder that the number one cause of childhood deaths is preventable accidents before a promise from the company to "protect what matters most and #makesafehappen".