Residents in Britain were outraged after a commercial was aired during a Premier League football match featuring Paul Walker, the day after the actor died in a tragic car accident in California.

The Cool Water by Davidoff ad ran during the broadcast of a Chelsea vs. Southampton match, featuring Walker, who had been the face of the brand. Walker, 40, was killed alongside friend and business partner Roger Rodas, the driver of the Porsche that hit a tree or pole and burst into flames. The incident occurred after the pair had attended an event for Walker’s charity organization, Reach Out Worldwide, a group that works to send first responders to the scenes of natural disasters.

People expressed their outrage on Twitter. “WTF @Channel4 is still showing Paul Walker's Davidoff commercial of him driving and diving. Would have thought they would've taken it down,” said one commenter. “Just adds insult to injury that Davidoff [is] still using their Paul Walker advert,” another said.

Following the car crash, the bodies of both victims were said to be too badly burned for visual identification.

Many celebrities have reacted to Walker’s death on social media since Saturday. His “Fast & Furious” co-star Vin Diesel tweeted, “Brother, I will miss you very much. I am absolutely speechless. Heaven has gained a new Angel. Rest in Peace.”

Walker's other co-star, Tyrese Gibson, clearly shaken up, said, “My heart is hurting so bad no one can make me believe this is real Father God I pray that you send clarity over this cause I just don’t understand My heart hurts it’s broken no one can convince me that this is real…. Prayer warriors please pray real hard for his only child, his daughter and family… #HeartOfAnAngel13YrsFamilyForeverWeJustCelebreatedYour40thBirthday….. My God… My God… I can’t believe I’m writing this [sic].”

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