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.

— The Midgers (@midgersbtfc06) May 14, 2017

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."

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content