May 16, 2017 3:43 pm

McDonald’s pulls commercial featuring child mourning dead father

WATCH ABOVE: McDonald’s pulls UK ad that upset bereavement groups

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LONDON – McDonald’s has pulled a British television ad that was accused of using child bereavement to sell fast food.

The ad shows a boy talking to his mother about his late father and wondering what they had in common. They go to a McDonald’s where the boy 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” complaining about the ad and called it insensitive.

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McDonald’s said it had not meant to upset anyone, but “wanted to highlight the role McDonald’s has played in our customers’ everyday lives — both in good and difficult times.”

McDonald’s said Tuesday it was withdrawing the ad and would “review our creative process to ensure this situation never occurs again.”

© 2017 The Canadian Press

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