UPDATE: McDonald’s has just pulled its controversial AI-generated Christmas advertisement, following a wave of backlash from viewers. The ad, which premiered on the McDonald’s Netherlands YouTube channel on December 6, 2023, was removed a mere three days later due to widespread criticism over its unsettling portrayal of the holiday season.
The commercial featured a choir singing an eerie rendition of “It’s the Most Wonderful Time of the Year,” juxtaposed with scenes of winter chaos like terrible traffic and disastrous cooking. Critics quickly labeled it “creepy” and “soulless,” igniting a firestorm across social media platforms. One user, Theodore McKenzie, called it “the most god-awful ad I’ve seen this year,” even comparing it unfavorably to Coca-Cola’s previous AI advertisements.
The backlash intensified as viewers noted the ad’s heavy reliance on generative AI, which resulted in bizarre animations and a disconcerting aesthetic that many found off-putting. The ad’s message—that Christmas is only redeemable if spent at McDonald’s—only fueled the outrage.
In response to the backlash, the production company behind the ad, The Sweetshop, initially defended their work. CEO Melanie Bridge claimed that their team of ten AI and post specialists dedicated seven weeks to creating what they considered a “high-craft production.” Her now-deleted statement asserted that the ad was not merely an AI trick but a “genuinely cinematic” piece.
While McDonald’s removed the ad, it has raised serious questions about the use of AI in advertising. This incident marks a significant moment for the fast-food giant, which is not the first to venture into AI-generated content. Companies like Coca-Cola and Disney have also faced scrutiny for their own AI-produced advertisements in recent years.
As the conversation around AI in media continues to evolve, many are left wondering about the implications of such technology on traditional advertising. The swift removal of McDonald’s ad demonstrates the power of public opinion in shaping corporate decisions, especially during the sensitive holiday season.
Going forward, industry watchers will be keen to see how companies adapt their strategies in light of this backlash. Will they reconsider the use of AI in future campaigns, or will the demand for innovative content lead to further explorations into uncharted territory?
For now, McDonald’s has turned a page on this chapter, but the impact of its AI Christmas ad is sure to resonate throughout the advertising landscape. Stay tuned for updates on how this story develops.
