The ad features a woman in black makeup with bright red lipstick holding a donut with a bite out of it.
The commercial is to promote a new chocolate product in Thailand called the “charcoal donut” and its drawing international criticism.
A group called Human Rights Watch calls the ad "both bizarre and racist" and asked for it to be discontinued.
Dunkin Donuts seemed caught off guard by the reaction and released a statement saying “we are working with our Thailand franchisee to immediately pull the ad. DD recognizes the insensitivity of this spot."
While the company as a whole is saying they will pull the spot the CEO in Thailand has a different opinion.
Nadim Salhani ripped the reaction calling it "paranoid American thinking." "It's absolutely ridiculous."
Salhani went on "we're not allowed to use black to promote our doughnuts? I don't get it. What's the big fuss? What if the product was white and I painted someone white, would that be racist?"
Things get even more interesting when it was discovered that the model in the ad is Salhani's daughter.
The Guardian reports Salhani’s final remarks were about how well the ads are working.
"I'm sorry," he remarked, "but this is a marketing campaign and it's working very well for us."