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.
I am sickened and disgusted by this advert. Lost my dad at 9. Memories? Yes .Burger? No! Shameful ad #McDonalds— Cate Wilson (@Cate43) May 12, 2017
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."