It鈥檚 been a roller-coaster year for McDonald鈥檚 鈥 first, they scrapped all-day breakfast (wah!), then they created what might actually be the most Instagram-worthy drink of 2017. Now one of the global food brand鈥檚 overseas ad spots is bringing another low, as McDonald鈥檚 UK sparks Pepsi-level backlash for its most recent ad 鈥 one that was scrapped almost as soon as it first aired.

In the commercial, the company used the story of a boy and his mom sharing some time together in the wake of the loss of the boy鈥檚 father. At the end, the boy is about to bite into a Filet-o-Fish when his mom quips, 鈥淭hat was your dad鈥檚 favorite too.鈥 For some, the line took things too far, coming across as 鈥渆xploitative鈥 and 鈥渃ynical.鈥

There ARE many people in the opposite camp, however, who think the commercial was just lovely.

For their part, besides pulling the commercial after receiving more than 100 complaints immediately after it first aired, the company has issued an apology, explaining that they were not trying to offend anyone but the goal was, 鈥渢o highlight the role McDonald鈥檚 has played in our customers鈥 everyday lives 鈥 both in good and difficult times.鈥

In light of other recent advertising missteps, such as Pepsi鈥檚 or the shockingly misguided Nivea ad, it鈥檚 a wonder that ad execs aren鈥檛 looking at their work more critically.

What do you think of McDonald鈥檚 UK ad? Tell us @BritandCo!

(h/t Redbook; Photo via + Justin Sullivan/Getty)