McDonald's says sorry for exploiting childhood bereavement

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A UK commercial angers viewers by suggesting a Filet-O-Fish can soothe the pain of a lost father.

McDonald's has issued an apology for any "upset" caused by a recent TV ad that has been accused of exploiting childhood bereavement.

The UK-targeted ad, created by Leo Burnett London, depicts a boy searching for a connection with his departed father. He eventually discovered that he and his father both like McDonald's Filet-O-Fish.

The ad has been criticized by those who have lost a parent, widows and charity organization, Grief Encountered, reported the BBC.

McDonald's told Campaign in a statement: ""We apologize for any upset this advert has caused. This was by no means an intention of ours and we regret some have interpreted it in a negative way."