McDonald's pulls ad tying Filet-o-Fish to boy's dead dad

Ivan Schwartz
May 20, 2017

The boy then asks his mom what his dad was like, the two discuss him on a walk through town, with the boy wondering if he had anything in common with the man. From eye color, sports and romance, the mother relates memories of the boy's father right down to his favorite food, the McDonald's fish sandwich.

Bereavement charity Grief Encounter also said it had received calls from parents saying the advert had upset their children, with the organisation's president Shelley Gilbert saying McDonald's "exploit childhood bereavement" in the advert.

A commercial created by the McDonald's United Kingdom creative agency Leo Burnett sparked about 100 complaints to the Advertising Standards Authority, according to The Drum.

Those complaints, as well as some on Twitter, claimed that the ad, from London-based advertising agency Leo Burnett, was in bad taste. The advertisement first aired on May 12 and was scheduled to run for seven weeks.

@Aamylgeo Hi Amy, we've listened & made a decision to remove our "Dad" TV advert from today.

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The agency says it is now assessing whether or not to launch an investigation into the ad.

"The advert will be removed from all media, including TV and cinema, completely and permanently this week", a spokesperson said.

McDonald's has chose to stop airing a new British TV ad that seems to insinuate a Filet-O-Fish helped a boy feel less distraught after his dad's death.

"It was never our intention to cause any upset", a McDonald's representative told The Washington Post in a statement this week. We are particularly sorry that the advert may have disappointed those people who are most important to us: "our customers". In April, hair product company Shea Moisture was under fire for appearing to abandon it's consumer base of black women with naturally curly and coily hair with a campaign that showed mostly white women discussing hair hate.

Other reports by GizPress

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