People will talk about the Super Bowl ads they enjoyed – but not as much as the ones they hated. That was the lesson learned by Nationwide (the US insurer, not the UK building society) this week. The company misjudged the game-day mood, running an ad about a boy who says he will never learn to ride a bike or kiss a girl because he died in a household accident. It was the most-discussed brand on social media, but two-thirds of the mentions were negative. Budweiser had the second-most mentions, of which only 13 per cent were unfavourable. Nationwide has responded defensively, saying its ad was meant to start a conversation, not sell insurance.
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