NEW YORK >> A New York City agency has pulled an ad featuring a firefighter holding a photo of the destroyed World Trade Center towers and the words “I was there.”

Robert Keiley says he wasn’t at ground zero, and thought he was posing for a fire-prevention ad.

The New York Post says the agency, Barker/DZP, apologized to Keiley.

The ad was made for Worby Groner Edelman & Napoli Bern, a law firm specializing in 9/11 lawsuits. The Post says the firm insisted it did nothing wrong because Keiley had signed a release.

Keiley complained that the ad made him look like he was trying to cash in on 9/11. He called it an insult to victim’s families.

A small disclaimer said the pictured firefighter was an actor.