New McDonald’s Ad Slammed As “Grim”, “Insensitive” And “Arrogant”

New McDonald’s Ad Slammed As “Grim”, “Insensitive” And “Arrogant”
SHARE
THIS



A new McDonald’s ad out of the UK spruiking the often maligned Filet-O-Fish has been slammed as insensitive and “bloody grim” after it parodied a son who was mourning his father’s death.

The somewhat macabre ad by Leo Burnett in the UK shows a mother and son reminiscing about their loss with constant reminders the son isn’t a patch on his dead dad. Check it out below:

As the mother and son stroll to their local McDonald’s the mother reveals her deceased husband was a snappy dresser, great at sport and a winner with the ladies – all things the grieving son is not.

On arrival at the restaurant, we discover the only similarity father and son had was an affection for Fillet-O-Fishes. “That was your dad’s favourite, too,” the mother explains.

The prime-time ad was first shown to an audience of millions during Britain’s Got Talent on Saturday evening and has since been pulled.

Shocked viewers raced to social media to register their disgust that death and bereavement was being used to flog hamburgers.

“I lost my father when I was a child and I find the latest McDonald’s advert disgusting and offensive. Shame on you!,” one man posted on Twitter.

“Who needs 2 parents when you have McNuggets… that was bloody grim,” said another.

Screen Shot 2017-05-17 at 9.41.47 am

“Not one to be easily offended, but new @McDonalds advert is cynical exploitation of a deeply emotional situation for brand promotion,” another said.

The Advertising Standards Authority in the UK has revealed it has received a number of complaints about the ad and it is now being investigated.

Screen Shot 2017-05-17 at 9.42.08 am

Grief Encounter, a UK bereavement charity, told the BBC that it had received “countless calls” from people who had been left distraught by the ad.

A McDonald’s spokesperson said: “We apologise for any upset this advert has caused. This was by no means an intention of ours and we regret some have interpreted it in a negative way.”

 

Please login with linkedin to comment

Latest News

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.

Social TV – Will You Be At The Party?
  • Advertising
  • Marketing
  • Media
  • Opinion

Social TV – Will You Be At The Party?

Can't keep-up with the goings-on in the Aussie TV industry? Well, hit the couch, pull on the trakkie daks & peruse this.

Opinion

by Rochelle Burbury

Rochelle Burbury
JWT Melbourne Hooks John West’s Creative
  • Advertising

JWT Melbourne Hooks John West’s Creative

You'd only need snog a B&T staffer to know of our affection for the John West oysters in aspic & smoked mackerel ranges.

by B&T Magazine

B&T Magazine
Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong
  • Marketing

Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong

Sydney-based online cloud solution for marketing compliance, Law of the Jungle, has beaten the world’s best firms to win a prestigious RegTech Markets 2017 Spotlight Award. RegTech Markets, a global community for regulatory technology, inaugurated these awards to “shine a light on the world’s best and brightest RegTech companies”.  A panel of 30 industry experts […]

Is This The Bleakest Christmas Ad Ever?
  • Campaigns

Is This The Bleakest Christmas Ad Ever?

Tired of pretty people pulling bon-bons in your Christmas campaigns? Well, here's one to slash the wrists to instead.

by B&T Magazine

B&T Magazine
The Truth About Native Advertising!
  • Opinion

The Truth About Native Advertising!

Do you stammer about the office, railing against native advertising's great untruths? Read this and stop scaring people.

Opinion

by B&T Magazine

B&T Magazine
Why Are We Only Just Starting To Use VR To Train Staff?
  • Opinion
  • Technology

Why Are We Only Just Starting To Use VR To Train Staff?

In this opinion piece, PHD’s news business and marketing manager, Chloe Hooper (pictured below), argues why all agencies should be embracing VR to change the way they operate internally. Virtual reality (VR) is something most of us have had exposure to, but how many of us are really exploiting its potential to grow our people […]

Opinion

by B&T Magazine

B&T Magazine
PRIA Announces Winners Of 41st National Golden Target Awards
  • Marketing

PRIA Announces Winners Of 41st National Golden Target Awards

The Public Relations Institute of Australia (PRIA) last night announced the winners of the 41st National Golden Target Awards at a glittering ceremony hosted by Aussie actor and TV host Shane Jacobson at the Sydney Opera House. A sold-out crowd of more than 160 PR and communication professionals from around the country came together to […]

Personalisation At Scale: Targeting Audiences With People-based Marketing
  • Marketing
  • Opinion

Personalisation At Scale: Targeting Audiences With People-based Marketing

In this opinion piece, Indy Khabra (pictured below), national managing director at Amnet ANZ, explains power of the the people-based marketing equation, and also reminds marketers that they cannot afford to take data for granted. We are all talking about it. We all want it. We are all trying to get it. It’s that one-to-one […]

Opinion

by B&T Magazine

B&T Magazine