A McDonald's restaurant in San Francisco, CA on Feb. 9, 2009.
Justin Sullivan—Getty Images
By Fortune Staff
May 17, 2017

McDonald’s has pulled a U.K. advertisement depicting a boy dealing with the loss of his father after critics accused it of being insensitive, and said that it exploited the feelings of bereaved children.

The of the 90-second ad shows a young man asking his mother about his deceased father The boy and his father turn out to have little in common — except for their mutual love of Filet-O-Fish sandwiches.

Users on Twitter were not pleased:

 

“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,” McDonald’s said in a statement reported by CNN.

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