Waitrose has issued an apology for upsetting customers in its latest Christmas advertisement.
The 60-second production aimed to show the time and effort farmers put into producing Christmas produce.
One particular scene, however, sparked a backlash among viewers as the farmers compared their tans to each other.
Some viewers felt the moment was insensitive to skin cancer patients, with many sharing their thoughts on social media.
One tweet read: “I work in radiation therapy and am extremely concerned about your Christmas ad.”
Another said: “I understand it takes time and research to get these adverts right but I am currently dealing with melanoma and I think you may have just disturbed a few people by posting the farmers and their tan in your new Christmas commercial. .”
Another comment read: “The ad shows two men laughing at their tans.
“It’s annoying for those campaigning for skin cancer awareness because they work tirelessly to educate people that a tan is dangerous and causes skin damage/cancer.
“The ad is seen to shed light, that’s all.”
Waitrose has now issued an apology for the announcement: “We fully support sun protection and worked with a doctor on set throughout filming.
“They made sure everyone wore high factor sun protection and gave tips to help our farmers stay safe, so we’re sorry for the upset caused.”
The production shows a Christmas wreath removed from a front door, fairy lights turned off and a Christmas tree thrown into a trash can.
It then shows hard-working farmers preparing for the holidays.
Sunburnt farmers work all summer to prepare their crops.
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. EXTREMELY worrying Waitrose apologize for advertisement Christmas after have been upset by the buyers