McDonald's says sorry for exploiting childhood bereavement

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

McDonald's says sorry for 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 criticised by those who have lost a parent, widows and charity organisation, Grief Encountered, reported the BBC.

McDonald's told Campaign in a statement: ""We apologise 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."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).