This commercial falls under the fifth and sixth forms of advertisement: exemplary story and benefit causes story. It works under "exemplary story" because the commercial narrates a sad story to show that it would be smart to buy NationWide to protect your kids. It also kinda works under "benefit causes story" because you conceive that story back from front. The kid died bc he didn't have NationWide Insurance but it could have been avoided if he had better coverage. It was an efficient way of advertising the insurance because the subject hits home hard. Nobody wants unnecessary death in their life.