Advertising companies just keep taking L’s.

McDonald’s has apologized and removed an ad about a grieving boy, after a barrage of criticism and over a hundred complaints filed to Britain’s Advertising Standards Authority.

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People found the commercial, which ran exclusively in the U.K., objectionable because they believed it exploited the child’s grief about his dead father.

The ASA told the Washington Post:

“Complainants have objected that it is inappropriate and insensitive to use bereavement and grief to sell fast food. Some complainants have referenced the proximity to Father’s Day. We’re carefully assessing the complaints but no decision has been reached on whether there are grounds to launch an investigation.”

The spot features the boy asking his mother questions about his late dad and realizing they didn’t have a whole lot in common, until that is, the boy orders a Filet-O-Fish sandwich — just like dad used to.

Um. Awww?

Some people on Twitter complained loudly about the ad:

Meanwhile, others thought it was fine:

Nonetheless, the ad was pulled, and McDonald’s even issued the following statement:

“We can confirm today that we have taken the decision to withdraw our ‘Dad’ TV advert. The advert will be removed from all media, including TV and cinema, completely and permanently this week.

“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.”

Watch the ad and decide for yourself while you can (below)!

Do YOU think it’s offensive???

[Image via YouTube.]

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McDonald’s Pulls Grieving Child Ad After Catching Big Flack On Twitter! See The Angry Responses!