McDonald’s (mcd) has apologized for a television commercial aired in the U.K. that some viewers claimed “exploits childhood bereavement.” 
 
 The 90-second spot produced by London-based advertising firm Leo Burnett depicts a despondent young boy asking his mother to describe his deceased father to him, ultimately learning that they share the same favorite McDonald’s menu item, the BBC reports. 
 
 The ad was met with a flood of negative comments on social media, some users branding it “shameful” and “cynical,” claiming it exploited the emotional trauma of childhood grief to sell sandwiches. 
 
 A spokesperson for the fast food chain told the BBC that it was “by no means an intention of ours” to cause offense, adding that the ad was meant to “highlight the role McDonald’s has played in our customers’ everyday lives—both in good and difficult times.” 
 
 The BBC reports that a British support charity called Grief Encounter received “countless calls” from parents whose bereaved children were upset by the ad. 
 
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 Grief Encounter’s founder and president Shelly Gilbert said: “[T]rying to insinuate that a brand can cure all ills with one meal is insensitive and shouldn’t be a way to show that a brand recognizes ‘the big moments in life’.” 
 
 Many took to Twitter to share their outrage. 
 
 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 
 
 There's a McDonalds advert where a mums reminiscing with her son about his dead dad. Is it that deep to sell some McNuggets? — Martyn (@MartynEwoma) May 15, 2017 
 
 The McDonalds advert with the mum describing the kids dead dads favourite meal is particularly vulgar. Targeting the bereaved market? Weird. — Martin (@Thenh11) May 14, 2017 
 
 There's weird and then there's "McDonald's advert" weird — Carly (@Carlyrafter) May 12, 2017 
 
 The company further said in a Tweet that it is reviewing customer feedback. ||||| The ad has now been withdrawn (Picture: McDonald’s) 
 
 McDonald’s is withdrawing its TV advert that was accused of exploiting child bereavement. 
 
 The company had already issued an apology after around 100 people complained to the Advertising Standards Authority (ASA). 
 
 In the ad, which was first screened on May 12, a boy talks to his mum about his late father and tries to figure out what they had in common. 
 
 His mum lists a number of qualities, none of which the boy possesses, such as ‘shiny shoes’ and football skills. 
 
 However, when they go to McDonald’s she reveals that they shared a love of the same burger, Filet-o-Fish: ‘That was your dad’s favourite too.’ 
 
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 In a revised statement released this afternoon, the fast food giant announced they would be removing the ad from all media this week. 
 
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 The company also promised to review its creative process, to avoid a repeat of the issue. 
 
 McDonald’s apologises for TV advert that exploits child bereavement 
 
 ‘It was never our intention to cause any upset,’ the statement said. ‘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 on Wednesday May 17. 
 
 ‘We will also review our creative process to ensure this situation never occurs again.’ 
 
 In the ad the boy asks his mum about his late dad (Picture: McDonald’s) 
 
 The campaign, which was put together by London-based agency Leo Burnett, had been scheduled to run for seven weeks from last Friday. 
 
 However it attracted widespread criticism, including from bereavement charity Grief Encounter – which said it had received ‘countless calls’ from parents of bereaved children – and the ASA, which received some 100 complaints. 
 
 Many viewers said it was particularly badly-timed, given the proximity to Father’s Day on June 18. 
 
 It attracted criticism from grief charities (Picture: McDonald’s) 
 
 Dr Shelley Gilbert, founder and president of the charity, said: ‘McDonald’s have attempted to speak to their audience via an emotionally-driven TV campaign. 
 
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 ‘However, what they have done is exploit childhood bereavement as a way to connect with young people and surviving parents alike – unsuccessfully. 
 
 ‘We fully support children and surviving parents remembering loved ones with memory boxes, family experiences which remind them of happier times and openly talking about the member of the family that has died. 
 
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 ‘But trying to insinuate that a brand can cure all ills with one meal is insensitive and shouldn’t be a way to show that a brand recognises “the big moments in life”.’ 
 
 In the ad, the boy’s love of Filet-o-Fish is the only thing he has in common with his late dad (Picture: McDonald’s) 
 
 According to the charity, one in 29 children in the UK is bereaved of a parent or sibling by the age of 16. 
 
 Sarah Revans from London, whose husband died from a bleed to the brain in summer 2015, said the ad had caused their son distress. 
 
 ‘The advert breaks his heart,’ she said. ‘He said it makes him sad the boy is told he isn’t like his dad. 
 
 ‘He’s sad that McDonald’s have made it seem that children should never be sad about daddy or mummy going to heaven.’ ||||| Image copyright McDonald's 
 
 McDonald's has apologised for "upset" caused by a TV advert that charity campaigners have said "exploits childhood bereavement". 
 
 The fast food giant's latest British advert features a boy who struggles to find something in common with his dead father, until it is revealed they shared the same favourite menu item. 
 
 The campaign has attracted criticism from widows who called it "offensive". 
 
 A McDonald's spokesperson said: "This was by no means an intention of ours." 
 
 "We wanted to highlight the role McDonald's has played in our customers' everyday lives - both in good and difficult times," the spokesperson added. 
 
 'Upsetting' 
 
 The campaign, from London-based advertising agency Leo Burnett, first aired on 12 May and is scheduled to run for seven weeks. 
 
 In the advert, the boy asks his mum about his absent dad, sparking some reminiscence. 
 
 The boy is left to wonder whether he and his father had anything in common, until he arrives at a McDonald's restaurant and orders a Filet-o-Fish and the mother says: "That was your dad's favourite too." 
 
 Bereavement charity, Grief Encounter said it had received "countless calls" from parents saying their bereaved children had been upset by the advert. 
 
 Sarah Fox's husband died two years ago. The 37-year-old from London said her seven-year-old son, who saw the advert, had only just started to understand the implications of his loss. 
 
 She said: "The advert was confusing for him and really upset him. He asked me why the boy on TV wasn't 'sad' and how he could feel happy again? 
 
 "It's an unnecessary subject to exploit for the gain of a brand." 
 
 Image copyright Twitter Image caption Twitter users blasted the 'shameless' advert 
 
 Tania Richman, 44 from Brighton, East Sussex, said her teenage children, whose father died last year, were also "upset and offended" by the advert. 
 
 She said: "I didn't know how to handle them afterwards." 
 
 Leah Miller, 42 from London raised concerns about the lack of support advice offered after the advert. 
 
 "What are children supposed to think after watching it? That a simple meal can solve their emotional pain? 
 
 "It's irresponsible not to include any support advice or information for families affected by this issue." 
 
 The Advertising Standards Authority said it had received complaints regarding the advert, and would "carefully assess them to see whether there are grounds to investigate". 
 
 'Insensitive' 
 
 One in 29 children in the UK are bereaved of a parent or sibling by the time they are 16, according to Grief Encounter, which offers support to bereaved children and their families. 
 
 Dr Shelley Gilbert, founder and president of the charity, said: "McDonald's have attempted to speak to their audience via an emotionally driven TV campaign. 
 
 "However, what they have done is exploit childhood bereavement as a way to connect with young people and surviving parents alike - unsuccessfully. 
 
 "We fully support children and surviving parents remembering loved ones with memory boxes, family experiences which remind them of happier times and openly talking about the member of the family that has died. 
 
 "But trying to insinuate that a brand can cure all ills with one meal is insensitive and shouldn't be a way to show that a brand recognises 'the big moments in life'."
– McDonald's is apologizing after one of its commercials that aired in the UK caused an uproar for exploiting childhood grief. The ad shows a young boy asking his mom to describe his late father, and being disappointed at every turn when he doesn't see any similarities between himself and his dad. That is, until he's eating with his mom at a McDonald's and his mom mentions that he and his dad share the same favorite McDonald's food item, a Filet-O-Fish. If the first word that comes to mind isn't "touching" or "moving," you're not alone. Fortune rounds up the appalled Twitter reactions, with users calling the ad "vulgar" and "trashy beyond belief." McDonald's UK is replying to a host of complaints on Twitter. In a statement, the company responded by apologizing for the "upset" it caused, saying that was not its intention and, per a spokesperson, "we wanted to highlight the role McDonald's has played in our customers' everyday lives—both in good and difficult times." The BBC reports that a UK bereavement charity says it has received numerous calls from parents of actually bereaved children, who say their kids were upset by the commercial. One critic notes it's particularly upsetting that the ad features no advice for parents and children dealing with the loss of a loved one: "What are children supposed to think after watching it? That a simple meal can solve their emotional pain?" McDonald's says it will pull the ad, but that it may still air through Wednesday, Metro reports.