We all get sick of commercial jingles. This baby just happens to express it more than most of us do.
According to the video's YouTube description, user sdcooper11 noticed his 8-month-old son was upset after a Nationwide commercial played on TV. He then sang the jingle and the kid burst out crying.
Because they were experimenting (and not being bad parents), they tried doing this several times over the course of the day and got tears every time.
Hey Nationwide, your commercials make kids cry. Come up with something different. Please?