McDonald's Netherlands Produces AI-Generated Ad
Depicts Problems Arising During Christmas
Withdraws Commercial Amid Intense Criticism
McDonald's Netherlands produced a Christmas commercial using artificial intelligence (AI) technology, but after facing intense criticism, the company ultimately withdrew the advertisement.
According to BBC, AFP, and other outlets on December 10 (local time), McDonald's Netherlands released the 45-second commercial on its YouTube channel on December 6. The advertisement depicted various problems that can arise before and after the Christmas holidays: a choir singing in a snowstorm, two customers fighting over the same teddy bear during a discount event, Santa Claus getting frustrated while stuck in traffic, and a cat knocking over a Christmas tree.
The commercial was titled "The Most Terrible Time of the Year," and conveyed the message that, instead of suffering through these holiday troubles, people could take refuge at a McDonald's restaurant. The ad was co-produced by Dutch company TBWA/Neboko and the US-based firm The Sweetshop Films.
After the commercial was released, it was heavily criticized on social media. Viewers responded mainly with negative comments such as, "This single ad completely ruined the Christmas mood," "AI junk," "The worst commercial I’ve seen this year," and "Creepy." In response, Melanie Bridge, CEO of The Sweetshop Films, defended the use of AI, stating, "It's not about replacing creativity, but about expanding the toolbox."
She added, "There are aspects people don't see. The time invested in this project was much longer than with traditional filming," explaining that "ten people worked full-time for five weeks." However, Emlyn Davies of the independent production company Bomper Studio commented on the post, questioning, "What about the people, actors, and choir who should have appeared in that commercial?" and pointed out that "ten people is an extremely small number compared to traditional live-action shoots."
As the controversy grew, McDonald's Netherlands withdrew the advertisement on December 9, just three days after its release. McDonald's Netherlands told AFP, "This Christmas commercial was intended to depict the stressful situations people experience during the holidays in the Netherlands." The company added, "However, after seeing comments on social media and media reports, we recognized that many customers perceive this period as 'the most wonderful time of the year.'" The company concluded, "This has become an important lesson in the process of exploring how to use AI effectively."
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