Every year, there tends to be one or two commercials from the Super Bowl that capture the post-game conversation. Usually the buzz is around how funny or heartwarming the ad is, but in this year's case Nationwide Insurance is drawing fire from game watchers online.

The ad (seen below) starts off looking like something from an upcoming children's fantasy/adventure movie, then takes a hard turn to the kid drowning in a bathtub. Many critics online ask how the incredibly depressing commercial was supposed to sell insurance, while the company's CEO says it was supposed to be a gripping and sobering moment to start a conversation. Here's some of the reaction on social media: