The 90 second commercial saw the boy ask his mother about his dead parent and realise he had little in common with him, until they head to a local McDonald’s where he orders a Filet-O-Fish.
The mother remarks: “That was your Dad’s favourite too. Tartare sauce all over his chin.”
As the camera pans back to the boy, he is seen smiling as he wipes away sauce from his face.
Many viewers complained on Twitter that the commercial was exploiting child grief.
One person wrote: “Absolutely awful #mcdonalds advert exploiting grief in this way really scraping the barrel, very poor show #mcdonalds.”
Another added: “I lost my father when I was a child and I find the latest McDonald’s advert disgusting and offensive. Shame on you! #mcdonalds #badtaste.”
After coming under fire, McDonald’s have since decided to withdraw the advert from tomorrow.
A spokesperson told Express.co.uk in a statement: “We can confirm today that we have taken the decision to withdraw our ‘Dad’ TV advert. The advert will be removed from all media, including TV and cinema, completely and permanently this week.
“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.
“Due to the lead-times required by some broadcasters, the last advert will air tomorrow, Wednesday 17 May. We will also review our creative process to ensure this situation never occurs again.”
The Advertising Standards Authority confirmed it had received over 100 complaints about the advert and is currently deciding whether or not to investigate.
“Complainants have objected that it is inappropriate and insensitive to use bereavement and grief to sell fast food. Some complainants have referenced the proximity to Father’s Day.
“We’re carefully assessing the complaints but no decision has been reached on whether there are grounds to launch an investigation.”
Daily Express :: TV and Radio Feed
