While we quite understand that you did not envisage the backlash created by Ogilvy & Mather's viral ad for Ford, which features a ginger moggy having its head sliced off by the Sportka, we think you're overdoing the display of contrition.
Since the bad press, O&M has gone to great lengths to insist both the agency and Ford recognised the ad was inappropriate and that was why it was dropped. In a 500-word piece in The Guardian, he continues the hand-wringing.
It was a concept ad, if you will - for internal eyes only. Tragically, it was somehow leaked and the agency has called in a crack IT investigation team - retribution will be swift, etc.
Surely, this can't be the same ad that was an element of its reel, shown to all and sundry with great pride, before Christmas?