UPDATE: McDonald’s has just pulled its controversial AI-generated Christmas advertisement following a massive backlash from viewers. The ad, which featured a choir singing carols outside a McDonald’s, was uploaded to the company’s Netherlands YouTube channel on December 6, 2023, but was swiftly removed three days later amid widespread criticism.
The decision to take down the ad comes after significant outrage on social media, where users labeled it “creepy” and “soulless.” Critics panned the commercial for its blatant use of generative AI, showcasing bizarre animations and an unsettling aesthetic that left many viewers disturbed. One user, Theodore McKenzie, described the ad as “the most god-awful ad I’ve seen this year,” even claiming it was worse than Coca-Cola’s previous AI attempts.
The ad humorously explored the “bad side” of Christmas, depicting unfortunate scenarios like terrible traffic and poor cooking, all while an alternative version of “It’s the Most Wonderful Time of the Year” played in the background. However, the message—that Christmas is unbearable unless spent at McDonald’s—did not resonate well with audiences.
Despite the backlash, the production company behind the ad, The Sweetshop, defended their work. CEO Melanie Bridge stated in a now-deleted statement that her team worked tirelessly for seven weeks, emphasizing that they generated “thousands of takes” to create what she referred to as a “high-craft production.” She asserted, “AI didn’t make this film. We did,” attempting to frame the ad as a genuine cinematic effort rather than just an AI-generated novelty.
The backlash against McDonald’s is part of a growing trend, as major brands increasingly experiment with AI in advertising. Coca-Cola faced similar criticism for its AI-generated Christmas ads in previous years, and Disney recently announced a $1 billion partnership with OpenAI to enhance its generative video content.
As the world watches closely, McDonald’s has set a precedent in the advertising industry regarding the use of AI. The swift removal of the ad raises questions about the effectiveness and acceptability of AI-generated content in mainstream media.
Moving forward, it is essential to monitor how brands respond to consumer feedback about AI in their marketing strategies. Will they double down like The Sweetshop or rethink their approach? Stay tuned for further developments as this story unfolds.
