his mum lists a number of qualities , none of which the boy possesses , such as ‘ shiny shoes ’ and football skills .
” the bbc reports that a british support charity called grief encounter received “ countless calls ” from parents whose bereaved children were upset by the ad .
for more on advertising , watch fortune ’s has now been withdrawn ( picture : mcdonald ’s ) mcdonald ’s is withdrawing its tv advert that was accused of exploiting child bereavement .
however , when they go to mcdonald ’s she reveals that they shared a love of the same burger , filet - o - fish : ‘ that was your dad ’s favourite too .
” the 90 - second spot produced by london - based advertising firm leo burnett depicts a despondent young boy asking his mother to describe his deceased father to him , ultimately learning that they share the same favorite mcdonald ’s menu item , the bbc reports .
advertisement advertisement the company also promised to review its creative process , to image copyright mcdonald 's mcdonald 's has apologised for " upset " caused by a tv advert that charity campaigners have said " exploits childhood bereavement " .
" we wanted to highlight the role mcdonald 's has played in our customers ' everyday lives - both in good and difficult times , " the spokesperson added . '
the fast food giant 's latest british advert features a boy who struggles to find something in common with his dead father , until it is revealed they shared the same favourite menu item .
the ad was met with a flood of negative comments on social media this week .