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McDonald’s Apologizes, Withdrew An Ad That Supposedly Exploit Bereavement
By Izza Sofia, 17 May 2017
McDonald’s has apologized and pulled a contentious ad that critics say exploits childhood bereavement.
A spokesman from the Advertising Standards Authority stated that it has received tons of complaints about the ad. “Complainants have objected that it is inappropriate and insensitive to use bereavement and grief to sell fast food. Some complainants have referenced the proximity to Father’s Day”, it added.
The ‘Dad’ ad centers on a young man who lost his father a long time before and appears to have no memories of him. As he discusses his late dad on a walk into town with his mother, she describes him for the boy.
It soon becomes clear that the kid is not much like his dad at all. However as soon as they entered McDonald’s and ordered a Filet-O-Fish, his mother says “That was your dad’s favourite too”.
The brand has provided the following statement, “We apologize for any upset this advert has caused. This was by no means an intention of ours. We wanted to highlight the role McDonald’s has played in our customers’ everyday lives—both in good and difficult times”.
The ad has upset children who have lost parents. Take a look at the wave of criticisms the ad has received below.
I am sickened and disgusted by this advert. Lost my dad at 9. Memories? Yes .Burger? No! Shameful ad #McDonalds— Cate Wilson (@Cate43) May 12, 2017
[via The Guardian, opening image via YouTube]
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