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McDonald's has pulled a highly controversial commercial in the UK, after it was blasted by some people for manipulating children who have lost their parents. The commercial in question sees a son asking his mother about his deceased father. They eventually go into a McDonald's restaurant, where the son orders a Filet-o-Fish. As the son prepares to tuck into his burger, his mother comments with a smile: "That was your dad's favorite, too." Some viewers at home have expressed their disappointment at McDonald's for the commercial, with words such as "cynical," "inappropriate," "offensive," and "shameless" used to describe it. "I genuinely don't think I've ever seen anything as cynical and exploitative as the new McDonald's advert," said one person on Twitter. "Shameless, even by their standards." McDonald's has listened to the complaints and decided to pull the commercial (which first aired on Friday, May 12). In a statement to Digital Spy, the company said: "We can confirm today that we have taken the decision to withdraw our 'Dad' TV advert. The advert will be removed from all media, including TV and cinema, completely and permanently this week. "It was never our intention to cause any upset. We are particularly sorry that the advert may have disappointed those people who are most important to us – our customers. "Due to the lead-times required by some broadcasters, the last advert will air today, May 17. We will also review our creative process to ensure this situation never occurs again." The Advertising Standards Authority also confirmed that it has received more than 100 complaints for the advert. "Complainants have objected that it is inappropriate and insensitive to use bereavement and grief to sell fast food," it said. "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."