It’s been a roller-coaster year for McDonald’s — 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’s overseas ad spots is bringing another low, as McDonald’s UK sparks Pepsi-level backlash for its most recent ad — 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’s father. At the end, the boy is about to bite into a Filet-o-Fish when his mom quips, “That was your dad’s favorite too.” For some, the line took things too far, coming across as “exploitative” and “cynical.”
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, “to highlight the role McDonald’s has played in our customers’ everyday lives — both in good and difficult times.”
In light of other recent advertising missteps, such as Pepsi’s or the shockingly misguided Nivea ad, it’s a wonder that ad execs aren’t looking at their work more critically.
What do you think of McDonald’s UK ad? Tell us @BritandCo!
(h/t Redbook; Photo via anarchi.st/YouTube + Justin Sullivan/Getty)