still from advert showing mother and son walking

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A scene from the advert

McDonald’s has determined to withdraw its newest TV advert, which was criticised for exploiting childhood bereavement.

The quick meals big had already apologised for “upset” brought on by the advert, first aired on 12 Could.

It includes a boy who struggles to seek out one thing in widespread together with his useless father till he goes to McDonald’s.

A spokeswoman for McDonald’s stated the British advert shall be faraway from all media this week and it’ll assessment its inventive course of to keep away from a repeat.

“It was by no means our intention to trigger any upset,” learn the assertion.

“We’re notably sorry that the advert might have upset these people who find themselves most necessary to us – our clients.

“Because of the lead-times required by some broadcasters, the final advert will air on Wednesday 17 Could.

“We may even assessment our inventive course of to make sure this case by no means happens once more.”

The marketing campaign, from London-based promoting company Leo Burnett, had been scheduled to run for seven weeks.

Within the advert, the boy asks his mum about his absent dad, sparking some memory.

The boy is left to wonder if he and his father had something in widespread, till he arrives at a McDonald’s restaurant and orders a Filet-O-Fish and the mom says: “That was your dad’s favorite too.”

Bereavement charity, Grief Encounter, had “numerous calls” from dad and mom saying their bereaved kids had been upset by the advert.

The Promoting Requirements Authority additionally stated it had acquired complaints and would “rigorously assess them to see whether or not there are grounds to analyze”.