McDonald’s Father’s Day goes horribly wrong; sparks outrage for exploiting a fatherless child’s grief

After series of complaints, fast food giant Mcdonald's has withdrawn the advertisement that showed a boy being compared with his dead father.

By: Shamita Harsh |
May 18, 2017 2:17 pm

McDonald’s wanted to emphasise on emotion with their latest advertisement where a mother tells her son about his late father. The fast food giant’s latest British commercial features a boy who is struggling to find something in common with his dead father. The ad progresses with the boy being unable to find a coherent similarity between his father’s almost perfect image. As the mother narrates all the achievements of her late spouse, like being good with girls (yes, you read that right), the boy looks down on himself to see that none of the traits fit him. The only saving grace for the boy, thanks to McDonald’s is a dish on their menu. When the boy orders a Filet-O-Fish sandwich his mother quips,”That was your dad’s favorite, too.”

The theme of the ad sparked discontent almost instantaneously with bereaved families stating that the commercial was insensitive to their plight. The advertisement first aired on May 12 and was scheduled to run for seven weeks. It was also supposed to coincide with Father’s Day as planned by McDonald’s ad campaign. The Bereavement Charities was unhappy with the ad with the Founder and President, Dr. Shelley Gilbert stating that:

“McDonald’s have attempted to speak to their audience via an emotionally driven TV campaign. However, what they have done is exploit childhood bereavement as a way to connect with young people and surviving parents alike–unsuccessfully.”

Slamming the ad on social media was only the tip of the iceberg, people have gone ahead to file complaints with UK’s Advertising Standards Authority (ASA). ASA said it had received nearly 100 complaints this week and the adverse objections are still pouring in. A spokesman at ASA reportedly said in a statement: “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.”

Widows called out the campaign as “offensive” and bashed the multinational brand as they took to social media to vent their anger. While the ad may have been made with good intentions, it failed to create the required impact and failed miserably if the Twitter reactions are a hint.

@Alister_13 Hi Alister, we’ve listened and decided to remove our ‘Dad’ TV advert from today. We apologise unreservedly for any upset caused

— McDonald’s UK (@McDonaldsUK) May 17, 2017

“You owe it your dad to die like he did, from eating to much junk food at #macdonalds ” New @McDonalds ad is as tasteless as their food

— whisperycat (@whisperycat) May 12, 2017

I am sickened and disgusted by this advert. Lost my dad at 9. Memories? Yes .Burger? No! Shameful ad #McDonalds

— Cate Wilson (@Cate43) May 12, 2017

Current @McDonaldsUK ad is a disgrace. All about a kid whos dad has died but don’t worry he’s happy because he’s taken to McDonalds. Ban it

— Dan (@1974db) May 13, 2017

New @McDonalds ad: your dad’s dead, you’re not like him at all, he might not be your dad, but you like the same fish-that’s-maybe-not-fish

— Ewan McIntosh (@ewanmcintosh) May 13, 2017

Just saw a McDonald’s ad about a son asking his ma about his dead dad. Then he orders his dads ‘favourite burger’. shoot me, I’m finished

— Chris McMenamy (@cmcm52irfc) May 13, 2017

On the flip side, some of the viewers of the commercial defended McDonald’s and failed to see the reason for such anger being meted out against the popular fast-food chain.

that McDonalds ad is hardy controversial

you just can’t do anything these days without people complaining

— Zak init (@ZakyyBoyy) May 17, 2017

WTF IS WRONG WITH PPL NOWADAYS! CAN YOU JUST STOP BEING SO DAMN SENSITIVE ABOUT EVERY DAMN THING?! IN WHAT WAY #MCDONALDS AD WAS OFFENSIVE?!

— Shae (@HeyItsPixie) May 17, 2017

the damn mcdonalds ad made me cry bruh… but good to see that if your dad is dead, just go enjoy a filet-o-fish at mcd’s

— Rebecca (@_reb_1616) May 18, 2017

its stupid people are getting mad at the new mcdonalds ad. people will get offended by anything its retarded

— [helix] (@kickflipu) May 18, 2017