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In this Monday, April 24, 2017, photo, corporate signage hangs at a McDonald's restaurant in downtown Pittsburgh. McDonald's Corp. reports earnings on Tuesday, April 25. (AP Photo/Keith Srakocic)

McDonald's pulled an ad that used child bereavement to sell its Filet-O-Fish sandwich


UPDATE 2:46 p.m. EST:  McDonald's pulled the ad.

ORIGINAL STORY:  A new UK McDonald's commercial is being criticized for depicting a young boy connecting with his dead father over the purchase of the restaurant's Filet-O-Fish sandwich. 

In the ad, a young man is looking to connect with his late father, trying on his glasses, asking his mother what he was like, and lamenting the fact he doesn't share his father's athletic ability or way with the ladies. But at the end, his mother reveals the Filet-O-Fish was also his father's favorite.

McDonald's Dead Dad Advert / Commercial [90 seconds, unedited]

WATCH | Here's what McDonald's was hoping would be a heartwarming ad.

The ad was released on Friday and is slated to run for seven weeks,  according to the "Today" show, but could see its run cut short after an outpouring of criticism on social media.

"This was by no means an intention of ours,'' a McDonald's spokesperson told the BBC. "We wanted to highlight the role McDonald's has played in our customers' everyday lives -- both in good and difficult times." 

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