The advert, which first aired on 12th May and last aired two days ago, features a young boy who struggles to find things he has in common with his dead father other than a McDonald’s Fillet-o-Fish.
The basic premise of the story is a mother reminiscing to her son about his late father. While they walk through the street, the pair discuss the Dad’s eye colour and height among other things, but the son still struggles to find things he shares with his father - that is until they visit McDonald's, and the boy orders a not-so-popular Fillet-o-Fish burger and it's revealed that the particular burger was also his dad's favourite.
The campaign, that's been described by twitter users as ‘Disgusting’ and “Cynical” was created by London-based advertising agency Leo Burnett and was meant to broadcast on UK television over a period of seven weeks before being terminated.
I genuinely don't think I've ever seen anything as cynical and exploitative as the new @McDonalds advert. Shameless, even by their standards— Jack Alex Turner (@JackAlexTurner) May 12, 2017
“We can confirm today that we have taken the decision to withdraw our ‘Dad’ TV advert," a McDonald’s Spokeswoman told the Mirror online recently.
She continued, “It was never our intention to cause any upset. We are particularly sorry that the advert may have disappointed those people who are most important to us – our customers.”
The company had previously said in an earlier statement that they apologised for causing its customers "any upset" and simply wanted to "highlight the role McDonald's has played in our customers' everyday lives - both in good and difficult times." There are currently no reports explaining the apparent U-turn.
McDonalds isn't the only company to use controversial subjects in their marketing campaigns, Pepsi and Heineken we’re in the spotlight recently for their choice of TV broadcasting material, demonstrating how this type of campaign is becoming popular amongst big brands. Just like McDonald's, Pepsi's TV ad was banned for causing an uproar while Heineken was praised for their brave stunt.
The advert itself has sparked mixed emotions online though it seems, with some people saying that the backlash is an overreaction.
I personally think the new McDonalds advert was very well done, however, I am more offended people call it "the dead dad advert" #snowflakes— Mike Turner. (@Mikesamturner77) May 16, 2017
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