A commercial for Davidoff Cool Water cologne starring Paul Walker aired in the U.K. on Sunday, Dec.1, during a high-profile soccer match and some fans were understandably outraged.
After all, it was shown less than a day after the 40-year-old actor died in a fiery car accident.
In the wake of the controversy, the company behind the fragrance said in a statement to E! News, "Coty, Inc., the global beauty company that has worked closely with Paul Walker, is saddened to hear the news of his sudden death. As the face of Davidoff Cool Water, Paul contributed to the National Geographic 'Love the Ocean' campaign, whose mission is to protect the ocean. His talent, generosity and passion for giving back were admirable."
"We send our deepest and most sincere condolences to Paul's family, friends and fans around the world," noted CEO Michele Scannavini in the statement. "We are working quickly to suspend all of our ads featuring Paul out of respect to his family and friends. We apologize for any upset that may have been caused by those that were aired subsequent to his death."
The ad itself was shot a few years ago, but Walker continued to serve as the face for the fragrance, having done a photo shoot as recently as September for a new campaign.
Walker also had deals in Brazil with brands Colcci and Renault.
"Colcci deeply regrets the untimely death of Paul Walker and conveys condolences to your entire family," a statement (translated) on the company's Facebook page read, "In two campaigns he worked for the brand, the last picture a month ago in New York, he stood by professionalism, kindness and generosity with which treated everyone."