McDonald’s Netherlands recently released a 45-second Christmas advertisement that was allegedly produced entirely using artificial intelligence (AI). The ad, which debuted on their YouTube channel on December 6th, depicted AI-generated characters experiencing a series of unfortunate and chaotic holiday mishaps, such as disastrous family dinners, shopping woes, burnt cookies, and failed Christmas tree decorating. The commercial was set to a twisted version of the classic holiday song “It’s the Most Wonderful Time of the Year,” with altered lyrics describing the season as “the most terrible time of the year.” The ad concluded by suggesting viewers “hide out in McDonald’s until January.”
The advertisement quickly faced a wave of negative reactions from viewers, who criticized it for being creepy, depressing, and lacking warmth or authenticity. Many social media users expressed their disdain, calling the ad poorly made, unfunny, and obviously AI-generated. One user on X (formerly Twitter) described it as the “most god-awful ad” they had seen that year, while others lamented the absence of artistry, wit, and humanity in the commercial. Due to the backlash, McDonald’s initially disabled comments on the YouTube video before removing the ad entirely on December 9th.
In response to the criticism, McDonald’s Netherlands explained to the BBC that the ad was intended to reflect the stressful moments that can occur during the holiday season. They acknowledged that the campaign was an important learning experience as the company explored the effective use of AI in advertising. Despite the removal from the official channel, the ad has been reposted multiple times across social media platforms, where it continues to receive largely negative feedback, particularly targeting both the use of AI and the bleak message conveyed.
The studio behind the ad, The Gardening Club, defended their work by highlighting the significant human effort involved in the production. They noted on LinkedIn that despite the AI-generated elements, the project took seven intense weeks to complete, with more man-hours invested than a traditional commercial shoot. Melanie Bridge, CEO of The Sweet Shop (the parent company of The Gardening Club), echoed this sentiment on Instagram, emphasizing that the time and effort poured into the ad far exceeded that of a conventional production.
McDonald’s is not alone in facing backlash for AI-generated advertisements. Other major brands, including Coca-Cola and Italian fashion house Valentino, have also encountered criticism for their AI-driven holiday campaigns. Critics have described these ads as cheap, tacky, and lacking in genuine creativity, reflecting a broader skepticism and resistance toward the use of AI in marketing and advertising. This controversy highlights the challenges brands face when integrating new technologies like AI into their creative processes.