We usually expect the Super Bowl ads to be funny, cute, witty, sometimes over-the-top and whatnot. But never too dark. Which is why this next ad featuring a cute little boy might just surprise you. From everything we’ve seen from the Super Bowl slots so far, this might just be the darkest one this year.

Check it out.

So, I don’t know how having insurance will prevent accidents. Because that’s the whole definition of an accident. It happens. No warning. But I guess we can try to be more careful, especially if there are kids in the house.

Either way, this is pretty dark stuff.