Customers FLAMING over ‘sickening’ Grill’d ad

Australian burger chain Grill’d has been raked over the coals for a controversial advert, with claims it breached standards on violence and sexuality.

The ad, named Grill’d vs Plastic Toys’, shows a cartoon version of McDonald’s mascot Ronald McDonald opening up a yellow trench coat to children in a dark alleyway.

The clown is trying to sell the children plastic toys, intended to resemble those found in a Happy Meal.

Grill’d’s own burger mascot then swoops in and defeats the clown by throwing toothpicks, with the tagline “he’s a righteous burger guy.”

WARNING: Ad contains themes that may upset some viewers

Since the ad was launched a number of complaints have been filed to Australia’s Ad Standards.

“I know the brand Grill’d and I’m pretty sickened by this style of advertising which is a dig at McDonald’s, but it’s sexually focused at children,” one complaint read.

“The ad suggests that two children are in the process of being sexually assaulted. This is offensive and upsetting for various reasons, including being deeply disturbing to unsuspecting sexual assault victims watching the ad,” read another.

The burger company issued a response defending their ad.

“We note that the advertisement depicts some forms of violence in a mild animated form,” the Grill’d statement said.

“The cartoon nature of the violence is consistent with animated superhero programs and is justifiable in the context of the product being advertised in this fashion.

“We note that the superhero persona of the burger is consistent with the messaging of the advertisement, being a ‘righteous’ figure who combats against perceived “evils” in the industry (in this case, offering plastic toys to children as an enticement to purchase fast food products).”

Grill’d said they would modify the ad, however the full version is still visible on their YouTube page.