McDonald's faces a Pepsi-style PR headache after its latest advert brought a whirlwind of criticism.
In the advert, a young boy is shown asking his mother questions about his dead dad.
The mother lists qualities his father had and makes apparent the boy lacks them - like a talent for football and brown eyes.
However, when the boy orders a Filet-O-Fish, his mother tells him it was his dad's favourite meal as well - suggesting it's the only thing they have in common.
The advert has generated flak on Twitter for "targeting the bereaved market".
See the advert here: