Nationwide had everyone feeling good with its first Super Bowl commercial featuring Mindy Kaling, and then took it all away.
The second commercial got off to a good start, with a cute little kid talking about how he'd never get cooties or get married, and then there was the big reveal: He's dead.
And the entire Internet said, "Whaaaaatttt?!" Here are some of the best reactions:
Hey, what's the Super Bowl for if not being reminded of how fragile life truly is?