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

Advertising Standards Bureau Employer Branding INDEPTH Swithced on Media

Latest News

Leadership, Humanity, Technology – The Sweet Spot
  • Media
  • Technology

Leadership, Humanity, Technology – The Sweet Spot

The SingularityU Australia Executive Program will take place this may, celebrating leadership at the intersection of the values of humanity and the value of technology. The Elon Musks, Apples and Xeros of the world are taking risks for humanity and creating new  technologies that streamline and beautify business operations. They simplify life by providing basic […]

by B&T Magazine

B&T Magazine
OMD Alumnus Launches Specialist Media Agency For The Franchise Sector; TFM Digital
  • Marketing

OMD Alumnus Launches Specialist Media Agency For The Franchise Sector; TFM Digital

Brisbane media professional and former OMD Australia Account Director Taylor Fielding (pictured) has officially launched TFM Digital. TFM Digital is a specialist media agency based in Newstead which primarily provides media buying services, and strategy development, to businesses chiefly, but not exclusively, within the franchise sector. Prior to the launch of TFM Digital, Fielding spent […]

FutureFeed Appoints Five By Five For Global Launch
  • Media

FutureFeed Appoints Five By Five For Global Launch

Launch marketing specialists Five by Five Global have been appointed by FutureFeed to develop their brand, international certification trademark and go to market strategy. The innovative livestock feed ingredient developed by CSIRO, Meat and Livestock Australian and James Cook University uses a specific genus of seaweed, Asparagopsis, which significantly reduces methane emissions in ruminant livestock. […]

SKMG’s Andrew Knowles Snares B&T’s 30 Under 30 For PR
  • Marketing

SKMG’s Andrew Knowles Snares B&T’s 30 Under 30 For PR

Andrew Knowles, partner and co-founder of the corporate communications consultancy Shoebridge Knowles Media Group (SKMG), has won the PR category in the 2021 B&T 30 Under 30 Awards. Knowles received the award at a ceremony in Sydney last night, claiming victory in a highly competitive field that included leading executives from some of Australia’s biggest […]

MELBOURNE, AUSTRALIA - APRIL 14: Jack Viney of the Demons and Mitch Wallis of the Bulldogs pose for a photo during the Theragun & AFL Partnership announcement at AFL House on April 14, 2021 in Melbourne, Australia. (Photo by Dylan Burns/AFL Photos)
  • Marketing

AFL Names Therabody As Its Official Recovery Partner

The AFL is delighted to welcome Therabody as its Official Recovery Partner of the 2021 Toyota AFL Premiership Season. Therabody’s industry-leading devices and research will be integrated into pre-match training and post-match recovery routines to help prevent injuries and help improve overall athletic performance. Therabody will also become the naming partner for the end-of-season AFL […]