I didn't watch the Superbowl and so have only heard about the Nationwide dead child ad second-hand through social media and the Daily Show. I don't know what it would have been like to see it as it aired in the midst of chicken wing consumption, beer commercials, and touchdowns, or especially what it would be like to watch it if I had a child who had died young (or at all, I suppose).
Yes, the creative team could have thought harder about how the ad would play in the context of the biggest consumerist television extravaganza in our consumerist country. Maybe it wasn't such a good idea. But their motivations don't have to line up with many people's worst suspicions.
But don't get me started on their logo. I've never understood that empty picture frame... is it supposed to be a mirror where you see yourself? It just seems like a vacant concept that came out of a committee.