The advert for the tennis championship showed a player shattering into pieces after being defeated at the hands of an opponent.
It was met with a series of complaints from viewers, who said the image had violent undertones, and was especially upsetting for children.
"Isn't a bit disturbing that in order to advertise an event that shows athletes at their very best, striving to perform for the entertainment of the crowd, the BBC creates an advert showing tennis players falling apart and smashing to the ground," said one writer on the BBC's Points Of Viewwebsite.
The corporation issued an apology, but defended the ad by saying it was a metaphor for the pressure of the tournament.
"The image of the player shattering is meant to look like china shattering in a delicate way," a spokesman said.
"The intention is to portray the physical and mental pressure of playing tennis at such a high-profile championship as Wimbledon, and the idea that Wimbledon is the tournament that makes or breaks players."