Good Morning Britain viewers were left divided today after bosses aired a segment on American gun laws.
Speaking via video link, heartbroken parents Manuel and Patricia explained why they are going to extreme lengths to try and change the laws around firearms in the US.
Two years ago, the couple's son Joaquin Oliver was shot dead during a school shooting in Florida.
He was just 17-years-old.
Now the couple have turned to advanced augmented reality to allow their son to send a message from beyond-the-grave.
The haunting video digitally recreates Joaquin and sees him encourage people to vote in the upcoming US election.
Patricia said: "It is very hard seeing Joaquin in this way but he is an actor and we are aware this is the way it is.
"The technology really does bring a lot of life for a couple of minutes to Joaquin.
"We consider it to be more important to send a message as we really think that his activism helps us move forward and gives the message.
"He was the sweetest, caring guy. He loved music and to be surrounded by friends and to help others."
Meanwhile, Manuel added: "It is very hard to watch but what is really very hard is to lose your son or any love one.
"Anything we do now is to honour him - it will never be as tough as the day when we lost our son."
He added: "This is beyond schools, gun violence in America is not a school thing 100 people will die today and then tomorrow due to gun violence.
"We have gun culture problem but campaigns like this one will start that reaction change.
"Is Donald Trump the guy who will fix this? No, definitely not."
While the focus of the segment was intended to be on the AI, many fans of the were left baffled.
However, many viewers were left confused as to why the segment was being shown on UK breakfast TV.
One viewer asked: "Would this news not be better on CNN or something? What are we in the UK supposed to do with it?"
Another tweeted: "I don’t understand what this has to do with the UK? Do we have a gun lobby and 100 gun related deaths a day?"
"What #gmb don’t seem to grasp is, that all this ‘anti Trump vote Biden’ nonsense has no foundation here in the UK," a third accused.