Make Safe Happen advert

This advert would have run into regulatory problems in the UK. It speaks for itself and left many of us gobsmacked. Perhaps it may work with an American audience but online reaction suggets it backfired as it is essentially selling insurance.

The company have issued a statement, 'The sole purpose of this message was to start a conversation, not sell insurance. We want to build awareness of an issue that is near and dear to all of us-the safety and well being of our children. We knew the ad would spur a variety of reactions'.

What is your reaction to the message and what is being sold ?