An ad by McDonald's is testing the fine line companies need to walk when referencing national tragedies.

The ad by the world's biggest hamburger chain that aired during the NFL playoffs and Golden Globes on Sunday featured a montage of signs outside McDonald's restaurants, including messages of support after devastating events.

Among them were "We Remember 9 11" and "Boston Strong", a reference to the bombing that killed three people at a marathon. Other messages thanked veterans, or wished individuals in the community a happy birthday, all intended to illustrate the role McDonald's restaurants play in communities.