Nationwide may be on his side, but that's not much consolation for an adorable baby from Alabama.

The baby bursts into tears every time he hears the advertising jingle for Nationwide insurance.

The baby's father filmed his eight-month-old son, Deegan, as dad sung the famous 'Nationwide is on your side' tune.

The Alabama man posted the video on YouTube, and explained, 'I sung the jingle to him and he freaked out.'

The child's parents thought he may have just needed a nap, but after he woke up and they sang the song, he still hated it.

The video has gone viral, and has been viewed over 30,000 times.