BUSINESS

CURE Auto Insurance Super Bowl Ad: Son Misses Dad's Dying Words

02/07/2016 11:02 EST | Updated 02/09/2016 10:59 EST

Your father's last words on his deathbed: priceless, right? Well, who needs them when you can ogle a female doctor instead!

Cue CURE Auto Insurance's latest ad, which aired during Super Bowl 50 on Sunday night. The spot makes light of death with some good ol' fashioned objectification.

It goes something like this:

Dad to son: "There's something really important I need to tell you."

Son: "OK."

Cut to the son looking up dumbfounded at an attractive female medical professional (let's assume she is a doctor, because why not?).

She smiles. He mouths, "What's up?"

Cut to the Dad, who is flatlining.

"Avoid distractions," the closing tag line says.

This is not the first time this company has made controversial waves with their Super Bowl marketing campaign. Last year, the auto insurer insisted that the then-Super Bowl broadcaster NBC pulled their ad spots over a joke about "blue balls."

What a crude awakening.

Watch the company's latest video above to check out this progressive gem for yourself.