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McDonald's to pull 'offensive' child bereavement advert

McDonald's is withdrawing its new advert following fierce criticism that it exploits child bereavement.

(Pic - McDonalds Advert)

The 'Dad' advert shows a boy talking with his mother about his late father while sitting in one of the fast food chain's restaurants.

It has received criticism from viewers and the bereavement charity Grief Encounter which said it had received

"countless calls" from parents of bereaved children saying it had caused them upset.

A McDonald's spokeswoman said to STV News: "We can confirm today that we have taken the decision to withdraw our 'Dad' TV advert.

"The advert will be removed from all media, including TV and cinema, completely and permanently this week.

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.

"Due to the lead-times required by some broadcasters, the last advert will air tomorrow, Wednesday 17 May.

"We will also review our creative process to ensure this situation never occurs again."

McDonald's earlier apologised for "any upset" caused by the ad, which first screened on May 12.

Dr Shelley Gilbert the founder and president of the charity also said the following to Stv News and media:

"McDonald's have attempted to speak to their audience via an emotionally driven TV campaign.

"However, what they have done is exploit childhood bereavement as a way to connect with young people and surviving parents alike, unsuccessfully.

"We fully support children and surviving parents remembering loved ones with memory boxes, family experiences which remind them of happier times and openly talking about the member of the family that has died.

"But trying to insinuate that a brand can cure all ills with one meal is insensitive and shouldn't be a way to show that a brand recognises 'the big moments in life'."

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