McDonald's just pulled an ad in the UK about a widow and her son after it received backlash from viewers who said it was insensitive to grieving kids.
More than 150 people complained about the 90-second ad to the UK Advertising Standards Authority before the fast-food giant decided to pull the commercial from the air, CNN reported.
In the ad, which was viewed beyond the UK after it went viral online, a mother describes the ways her son differs from his late father. The one thing they have in common: a love of McDonald's Filet-O-Fish sandwiches.
Beyond formal complaints, many were vocal in their distaste for the ad.
New #McDonalds advert, cynically using the story of a kid's dead dad is trashy beyond belief. Who needs 2 parents when you have McNuggets?
— Tony Richman (@TonyLRichman) May 12, 2017
I've just seen a @McDonaldsUK advert which uses the sentimentality of a dead parent to sell burgers.
No #McDonalds
No. pic.twitter.com/4DLVlVJUoo
— Alun Saunders ❄️ (@alunsaunders) May 14, 2017
Dad's dead, but a tasty fillet o fish will make things right. Who. Approved. This. https://t.co/yrm8w4dZcp@McDonalds#creative#advertisingpic.twitter.com/QEvOC11pbp
— Dean Logan (@Deano1739) May 16, 2017"It was never our intention to cause any upset. We are particularly sorry that the advert may have disappointed those people who are most important to us — our customers," McDonald's said in a statement reported by CNN.
Watch the full ad here:
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