DUBAI: McDonald’s UK has apologized for a TV advert that critics are slamming as “inappropriate.”
The advert, released Friday, sees a young boy struggle to find a connection with his dead father before finding out that they both like the same McDonald’s sandwich: Fillet-O-Fish.
The campaign was conceived by London-based advertising agency Leo Burnett and was scheduled to run for seven weeks.
Many complained that they found the clip offensive, to which a McDonald’s spokesperson said: “This was by no means an intention of ours.
“We wanted to highlight the role McDonald’s has played in our customers’ everyday lives — both in good and difficult times,” the spokesperson added.
Bereavement charity Grief Encounter told the BBC it had received “countless calls” from families saying their bereaved children had reacted negatively to the advert.
Twitter users shared their thoughts on the campaign.
“Is it me or is the new McDonald’s ad with the mother & son talking about the deceased dad a bit weird ? #McDonald’s #weird #inappropriate,” one user wrote.
The BBC reported that the Advertising Standards Authority in the UK said it had received complaints regarding the advert and plans to “carefully assess them to see whether there are grounds to investigate.”
"There's no way a week ago that I would have, because I would have thought it would have been deemed inappropriate, not right, that I was insulting the Muslim community," Gillies said.
"I'll be honest - I did angst over it today whether I should wear it, because I didn't want to be inappropriate or offend the Muslim community. But I know that they are so welcoming and accepting of it, and I know that a lot of women will wear it today because it just shows that we are united - the solidarity is there, the love and support is there."
Elsewhere, women across the country wore hijabs on an emotional day when the shocked nation came together to remember those killed.
Rafaela Stoakes, a 32-year-old mother of two, said wearing the Islamic head covering gave her an insight into what it means to stand out and feel part of the minority.
On Friday morning she covered all but a few locks of her dark chestnut-coloured hair in a loose red and white scarf, crossed neatly beneath her chin and tucked into a black hiking jacket.
She was one of many women embracing #HeadScarfforHarmony, to make a stand against the hate espoused by the Australian man who killed dozens of worshippers.
Headscarves were also worn as a mark of respect by policewomen and non-Muslim volunteers directing the crowds around the site in Christchurch holding communal prayers on Friday.
Many were wearing a headscarf for the first time.
"It is amazing how different I felt for the short time I was out this morning," Stoakes told AFP.
"There were a lot of confused looks and some slightly aggressive ones," she said.
"I did feel a sense of pride to honour my Muslim friends, but I also felt very vulnerable and alone as I was the only person wearing one."
"It must take a lot of courage to do this on a daily basis."
The gesture caught on nationwide -- in offices, schools and on the streets -- as well as at the ceremonies held in Christchurch to mark one week since the killings at the hands of a self-avowed white supremacist.
Women flooded Twitter, Facebook and other social media -- which played a key role in allowing the gunman to spread his message -- with their images.
Kate Mills Workman, a 19-year-old student from Wellington, posted a selfie on Twitter wearing a green headscarf.
"If I could I would be attending the mosque and standing outside to show my support for my Muslim whanau but I've got lectures and I can't really skip them," she told AFP, using a Maori language term for extended family.
"Obviously this is all spurred on by the terrible tragedy in Christchurch, but it's also a way of showing that any form of harassment or bigotry based on a symbol of religion is never okay," she added.
"As New Zealanders, we have to make a really strong stand."
Although the headscarf has been the subject of contentious debate over gender rights in the Islamic world, for Stoakes the day has been a lesson in how pious Muslim women often do not have the option to melt away into the background when they feel vulnerable.
"We can nod and pretend to agree with people who we are afraid of, or plead ignorance if we feel in danger of confrontation," she said.
"But a Muslim is just right out there. Like a bullseye. Their hijabs and clothing speak before they do."