An advertisement for a brand of chainsaws that makes light of a deathbed scene has drawn criticism for being insensitive and offensive.

While it has upset a few viewers, the ad's makers say it was never intended to offend.

In the commercial, as a grieving family gathers around a dying patriarch, the old man issues a final instruction to his favourite son: "Look after your mother."

It is a touching, poignant moment, and an opportunity for a selfish son: "He said I can have his chainsaw."

It is humour of the blackest kind, but a conservative media standards watchdog says the ad, for chainsaw manufacturer Stihl, has crossed a line.

"I was really horrified," says Adrian Cooper of Media Matters in NZ. "I thought, this is not good enough. It's simply not good enough, and it's not the New Zealand I know."

The ad prompted a flurry of complaints to the Broadcasting and Advertising Standards authorities.

"I think that any mature, responsible, thinking adults looking at that would find it offensive," says Mr Cooper.

The chainsaw company has also been on the receiving end.

"We have had four or five people since Sunday night, when the ad first went to air, contact us and say, 'Do you really think that's in good taste?'" says Jim Bibby of Stihl.

So far the ad makers have resisted the urge to tell their critics to get a life.

"It's a shame, it's a pity some people feel that way," says Toby Talbot of DDB NZ. "I think, generally speaking, a lot of people see it for what it is - it is actually quite a light-hearted ad."

Whether any guidelines have been breached will be decided by the Advertising Standards Authority, but for now, the ad lives to play another day.

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Neglecting to sharpen your chainsaw increases the risk of personal injury. A well sharpened chain reduces chainsaw servicing costs, makes you work easier and prevents accidents.

Below is our selection of affordable chainsaw sharpening kits, sharpening tools, sharpening stones we're sure you'll find something to suit your budget and make your life easier.

Proper maintenance plays a very important role in efficient use of the chainsaw.

A chainsaw sharpener keeps the cutting edge of a chainsaw's chain at its maximum sharpness.

Most people think that when a chainsaw gets dull it should be removed and replaced but they are wasting money, all you need is a good quality sharpener.

When It’s Time To Sharpen

• The saw does not cut in a straight line.
• The cutters are not properly sharpened.
• The chain chatters and jumps - the depth gauge needs adjustment.
• You are getting fine saw dust instead of saw chips.

Proper maintenance plays a very important role in efficient use of the chainsaw.

A chainsaw sharpener keeps the cutting edge of a chainsaw's chain at its maximum sharpness.

Most people think that when a chainsaw gets dull it should be removed and replaced but they are wasting money, all you need is a good quality sharpener.

Stihl produce world class chainsaws and also have excellent chainsaw sharpeners.

When It’s Time To Sharpen

• The saw does not cut in a straight line.
• The cutters are not properly sharpened.
• The chain chatters and jumps - the depth gauge needs adjustment.
• You are getting fine saw dust instead of saw chips.

Proper maintenance plays a very important role in efficient use of the chainsaw.

A chainsaw sharpener keeps the cutting edge of a chainsaw's chain at its maximum sharpness.

Most people think that when a chainsaw gets dull it should be removed and replaced but they are wasting money, all you need is a good quality sharpener.

Oregon produce world class chainsaws and also have excellent chainsaw sharpeners.

When It’s Time To Sharpen

• The saw does not cut in a straight line.
• The cutters are not properly sharpened.
• The chain chatters and jumps - the depth gauge needs adjustment.
• You are getting fine saw dust instead of saw chips.

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Keeping a chain in good repair will save both money and cutting time.

When It’s Time To Sharpen

• The saw does not cut in a straight line.
• The cutters are not properly sharpened.
• The chain chatters and jumps - the depth gauge needs adjustment.
• You are getting fine saw dust instead of saw chips.

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