McDonald’s Netherlands recently faced a wave of criticism following the release of a Christmas advertisement reportedly created entirely using artificial intelligence (AI). The 45-second ad, which was initially posted on the company’s YouTube channel on December 6, was taken down just three days later due to the negative response it received online.
The advertisement featured AI-generated characters enduring a series of unfortunate events, including chaotic family dinners, shopping mishaps, burnt cookies, and failed attempts at decorating a Christmas tree. The ad was set to a parody of the popular holiday song, “It’s the Most Wonderful Time of the Year,” with lyrics suggesting that the holiday season is “the most terrible time of the year.” The commercial concluded with a suggestion for viewers to “hide out in McDonald’s until January’s here.”
The ad was met with widespread disapproval, with many criticizing its negative portrayal of the holiday season and the use of AI in its production. McDonald’s Netherlands initially responded to the backlash by disabling comments on the YouTube video before eventually removing it entirely.
In a statement to the BBC, McDonald’s Netherlands explained that the ad was intended to “reflect the stressful moments that can occur during the holidays.” The company acknowledged the controversy as a valuable learning experience as it continues to explore the potential of AI in advertising.
Despite its removal from the official McDonald’s Netherlands YouTube channel, the ad has been widely shared on social media, where it continues to draw criticism. Many have expressed their distaste for the ad’s negative tone and the apparent lack of human touch in its production.
The Gardening Club, the studio responsible for the ad, defended its work on LinkedIn, stating that the AI-generated ad required “seven intense weeks” of human effort to create. Melanie Bridge, CEO of The Sweetshop, the studio’s parent company, echoed this sentiment on Instagram, stating that the production process was more labor-intensive than a traditional shoot.
However, these defenses were met with further criticism, with some questioning the efficiency of using AI in advertising if it requires more time and effort than traditional methods. Others expressed hope that the backlash against the ad indicates that AI cannot replace human creativity.
McDonald’s is not the only company to face criticism for using AI in advertising. Coca-Cola and Italian fashion house Valentino have also recently faced backlash for their AI-generated ads.