[Denver]

McDonald's has pulled a highly controversial advert, after it was blasted by some people for manipulating children who have lost their parents.

The commercial in question sees a son asking his mother about his deceased father. They eventually go into a McDonald's restaurant, where the son orders a Filet-o-Fish.

As the son prepares to tuck into his burger, his mother comments with a smile: "That was your dad's favourite, too."

Some viewers at home have expressed their disappointment at McDonald's for the advert, with words such as "cynical", "inappropriate", "offensive" and "shameless" used to describe it.

"I genuinely don't think I've ever seen anything as cynical and exploitative as the new McDonald's advert," said one person on Twitter. "Shameless, even by their standards."

McDonald's has listened to the complaints and decided to axe the commercial (which first aired on Friday, May 12).

In a statement to Digital Spy, the company said: "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."

"Complainants have objected that it is inappropriate and insensitive to use bereavement and grief to sell fast food," it said. "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."

Here are a few more strong-worded reactions to the commercial:

http://www.digitalspy.com/tv/adverti...d-bereavement/

[Marsh.]

Uproar over nothing.

[DemolitionRed]

How on earth can people be offended by this?

[smudgie]

Pathetic.
So we are supposed to be offended by a child talking about their late dad to their mum.
Heaven help us from this crap.

[T*]

It is a big fuss over nothing but the advert was bizarre

[user104658]

Originally Posted by T*

It is a big fuss over nothing but the advert was bizarre

That's pretty much my thinking. It's not upsetting or offensive, but it is hilariously bizarre .

https://www.youtube.com/watch?v=S1XM4INk8l8

The "shot by shot analysis" in the comments is brilliant.

Maybe the son isn’t such a bitter disappointment to his mother after all. Maybe the deceased live on through the condiments in McDonald’s. Hope for us all.

[Glenn.]

I see on Facebook today that a woman was offended by a child's 'boys will be boys' t shirt. The world is a sensitive place.

[UserSince2005]

I saw it on tv literally a hour ago though?

[Marsh.]

Originally Posted by UserSince2005

I saw it on tv literally a hour ago though?

They said due to broadcast schedules, the last time it will air will be tomorrow evening.

[user104658]

Originally Posted by UserSince2005

I saw it on tv literally a hour ago though?

"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."

[Jordan.]

What's more offensive the dead dad or them trying to tell us filet o fish is someones favourite order?

[RichardG]

James Hacking
James Hacking18 hours ago
There should've been a final shot of the lad placing an Extra Value Meal on his dad's grave

lmao

[user104658]

Originally Posted by Jordan.

What's more offensive the dead dad or them trying to tell us filet o fish is someones favourite order?

Not just someone - TWO people

[Amy Jade]

It was a weird advert but I can't understand how it was offensive

[Brother Leon]

It was a strong advert. Everything is controversial these days it seems.

[joeysteele]

Something must be wrong with me,I found it rather endearing.

[Will.]

Why was it seen as offensive?

[user104658]

Originally Posted by Brother Leon

It was a strong advert. Everything is controversial these days it seems.

How was it strong?

"Sorry kid you have absolutely nowt in common with your dead dad, oh except for the fact that you both enjoy disgusting, cheap, luke-warm fish sandwiches. That counts, right?"

[Brother Leon]

Originally Posted by Toy Soldier

How was it strong?

"Sorry kid you have absolutely nowt in common with your dead dad, oh except for the fact that you both enjoy disgusting, cheap, luke-warm fish sandwiches. That counts, right?"

It's Marketing.. it was better than a generic advert you see all the time.

[user104658]

Originally Posted by Brother Leon

It's Marketing.. it was better than a generic advert you see all the time.

Is it good marketing, though? Is it accurate? I mean, can they not advertise McDonalds as what it is - something that you occasionally grab quickly because you're in town and want something cheap and fast without having to think too much about it?

Am I being naive? Are there genuinely families out there for whom bloody Maccy D's is a part part of their identity and history? "You want to know more about your dead dad. Well let me tell you son - he liked McDonalds. Let's go to McDonalds and think about him."

It's flat-out ridiculous

[Scarlett.]

Having lost a parent as a kid, I wouldn't have been offended, I would have thought it was super bizarre though

[Mystic Mock]

A bit overly sensitive imo from the people that want it banned.

[Shaun]

Saw it and thought it was uh... rather tasteless. Like a filet o fish I'd imagine.

[Northern Monkey]

Not gonna lie.I thought the ad was a fecking weird way to sell food.

[user104658]

Originally Posted by Northern Monkey

Not gonna lie.I thought the ad was a fecking weird way to sell food.

Not least because they're like "Oh yeah your dad loved McDonalds fillet o' fish. And then he died prematurely. Bon appétit!"