Dunkin' Donuts has been making a lot of online buzz with their latest released ad that was taken by critics as racist and highly insensitive.

The infamous Dunkin' Donuts black ad campaign was released in Thailand where a face of a woman dressed in black makeup is promoting a new drink that is flavoured chocolate. It became a centre of rage and attention when Human Rights Watch considered the campaign as 'bizarre and racist.'

The chief executive of Dunkin' Donuts Thailand already made moves to defend their campaign. But as more critics against it continue to emerge, the U.S. base was already pushed to release a formal form of apology.

The U.S. branch tweeted in their official page the exact message below:

@TheQuietCar DD recognizes the insensitivity of this spot, and we are working with our Thailand franchisee to immediately pull the ad.

— Dunkin' Donuts (@DunkinDonuts) September 1, 2013

It was in August when the actual campaign was started so as to promote their range of the 'Charcoal Donut.' It came with a slogan that says, "Break every rule of deliciousness."

There were critics who said that it reminds everyone of the Minstrel show where white people were dressed with black faces as they performed various acts of music and dance. On the other hand, the Dunkin' Donuts Thailand executive thought the criticism was merely "paranoid American thinking."

AP reported that in a phone interview with CEO Nadim Salhani, the criticisms were ridiculous expressing that they do not get the point of not being able to promote their doughnuts in black.

The executive also added that their Thai franchise conducts operations independent from the U.S. operations. Claims say that the Dunkin' Donuts Thailand sales have even increased since the time the controversial black ad campaign was released.