McDonald’s Pulls AI Christmas Ad After Public Backlash
McDonald’s Netherlands has removed its AI-generated Christmas advert after it faced widespread criticism for its unsettling visuals and poor execution.
The 45-second video, released on 6 December, aimed to capture the frustrations of the festive season with the slogan “the most terrible time of the year”. However, the advert quickly provoked negative reactions, with viewers describing the characters as eerie and the editing as clumsy.
One user labelled it the “most god-awful ad” of the year, reflecting the overall backlash. By 9 December, the video was taken offline, and McDonald’s issued a statement acknowledging the controversy. The company called the incident a “learning experience” in its exploration of AI in marketing.
The advert was created by Dutch agency TBWA\Neboko, in collaboration with US production company The Sweetshop. Generative AI was used to create the video, but the technology’s limitations became evident.
AI-generated clips often suffer from visual distortions when extended beyond a few seconds, requiring the creation of a patchwork of fragmented footage. Many viewers found the final result unsettling and poorly executed.
Beyond the aesthetic issues, the campaign also sparked concerns about the future role of human creativity in advertising, with one comment lamenting the lack of actors and camera teams. Melanie Bridge, CEO of The Sweetshop, defended the project, emphasising that the production process involved “thousands of takes” over seven weeks and that the film was shaped in the edit, as would be the case with any high-quality production.
She dismissed the suggestion that the film was simply an “AI trick,” arguing instead that it was a legitimate piece of filmmaking. The controversy reflects the challenges companies face when experimenting with new technologies like AI.
While AI offers speed and cost efficiency, allowing campaigns to be produced in a fraction of the time, it also raises questions about the quality and authenticity of the final product. Some brands, such as Coca-Cola, have successfully embraced AI, with their AI-generated Christmas adverts receiving positive feedback.
However, others, like Italian fashion brand Valentino, have been criticised for appearing to cut corners.
